Big new advert, watercooler moments, people seem to like it, some love the nostalgia.
Google the campaign line "As good today as it's always been"
This is the first result (Hovis are #2 incidentally)
http://www.flickr.com/photos/8050359@N07/2400641245/
So less relevant, and less linked to, than a photo on flickr, featuring an old bus.