Premier Foods launches major TV advertising push behind Power Brands

Premier Foods this week begins a concerted programme of TV advertising as part of its strategy to double marketing spend to more than £50 million in 2012 to help restore growth.

Investment will be prioritised behind the company’s eight Power Brands of Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr Kipling, Oxo and Sharwood’s with TV spots for Sharwood’s, Loyd Grossman and Hovis leading the campaign over the next two weeks.

Further advertising for Mr. Kipling, Bisto, Oxo and Ambrosia will be on in the next few months representing the largest concentrated period of TV advertising the company has ever launched.

The new TV advertising will build on the strengths and heritage of the brands while reinforcing their relevance for today’s consumers.

In addition, each ad will carry a Premier Foods signature underlining the company’s commitment to invest in its portfolio of brands and to being the Best in British Food.

Commenting on the new advertising, Michael Clarke, Chief Executive Officer, said: “The awareness and popularity of our Power Brands remain strong but it’s clear that we haven’t invested enough in marketing compared with our competitors. I’m committed to changing that. The new TV ads are just the start of things to come.”

Sharwood’s ‘Great British Curry’ is the first campaign to air, from Thursday 2 February through until the end of April.

Hovis will be on air from 10 February until the end of March. The ad sees the return of the much loved ‘Go on Lad’ execution featuring a young boy’s journey through recent history focusing on quintessential British life.

The ad is part of a wider £10 million investment to build on its British goodness promoting its uniqueness among major national bread brands, in being made from 100% British wheat and free of artificial preservatives.