Media

06 May 2012

Bringing the magical world of Ambrosia to the small screen

Premier Foods, the UK’s No. 1 food manufacturer, is bringing the beautiful world of Ambrosia to the small screen with a new TV campaign to support the recently launched Ambrosia Rice Snack Pots range.

Premier Foods, the UK’s No. 1 food manufacturer, is bringing the beautiful world of Ambrosia to the small screen with a new TV campaign to support the recently launched Ambrosia Rice Snack Pots range.

The campaign marks a new direction in advertising for the brand which aims to target snackers with a younger and fresher approach. The creative incorporates the sophisticated use of prosthetics to bring to life the magical and charming world of Ambrosia, set within the vast and well-loved home of the brand, the Devon countryside. 
Lucy Turner, Marketing Controller, Ambrosia says, “The introduction of the Rice Snack Pots range represents a significant opportunity to expand the ambient desserts category through the snacking occasion. The new TV advert really brings to life the Rice Snack Pots range and communicates our “unbelievably good” messaging about Ambrosia rice’s naturally low fat content. In testing, the humorous advert has proved to be very effective at engaging the target market.”

The new TV advertising campaign runs for six weeks from 4th May and forms a key part of the £10m marketing investment - the biggest investment in the brand’s history.  The TV is supported by a full communications plan, including digital, outdoor and press. Also commencing this month is a sampling campaign which sees the world of Ambrosia being taken to events, stores and streets across the UK. As well as a strong in-store support plan which runs across Grocery, Impulse and Cash & Carry featuring bespoke POS, FSDU and pallet displays as well as online, press and trolley media.

The ad campaign forms part of the focused investment behind growing the eight Premier Foods Power Brands of Hovis, Ambrosia, Mr. Kipling, Sharwood’s, Loyd Grossman, Bisto, OXO and Batchelors. Premier Foods plans to double marketing spend behind these brands in 2012.

Ends

Ambrosia Rice Snack Pots launched in March and are available in four new formats and five flavours;
- 190g Rice pot; Original, Apple, Strawberry, Custard
- 120g Rice pot; Original, Apple, Strawberry, Chocolate
- 115g Light Rice pot; Original
- 500g Rice sharing pot; Original
- Rice+ 145g; Raspberry, Strawberry.

For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]

Notes to Editors

As Britain's largest food producer, Premier Foods is committed to being the 'Best in British Food - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s. The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.


30 April 2012

New Deli Box from Batchelors to refresh pot snacks

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