30 January 2012

Premier Foods Launches Major TV Advertising Push Behind Power Brands


30 January 2012

Premier Foods Launches Major TV Advertising Push Behind Power Brands 

Premier Foods, home to some of Britain’s most loved food brands, 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. The ad will show the Sharwood’s chefs travelling the length and breadth of Britain, discovering what makes a great British curry by visiting local curry houses and then creating the best curries so that families can enjoy them at home.  The ad is part of a wider £6 million marketing campaign that will target British curry lovers and build on Sharwood’s expertise in creating local culinary experiences.  Sharwood’s is the number one Asian food brand¹.

Hot on the heels of the Sharwood’s launch, Loyd Grossman will return to TV from 6 February until the end of April. The ad will document Loyd from a toddler to the present day underlining his passion for good food throughout his life.  His products are born of a desire to share his love of food and make everyday meals more enjoyable with a particular focus on provenance and ingredients. The ad is part of a wider £2 million marketing campaign that will connect food lovers around Britain.  Loyd Grossman is the leading premium cooking sauce and the second largest cooking sauce brand².  

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. Hovis is the market leading brown bread brand³. 


Notes to editors:

1. The ads and still images are available at
2. You can now follow Loyd Grossman Sauces and Loyd Grossman himself on Twitter. Follow Loyd Grossman Sauces @loydsauces. Follow Loyd Grossman himself @loydgrossman.

¹ Kantar Worldpanel Usage – 42 weeks ending Feb 2011, In Home 
² IRI 52 we 24 Dec 2011
³ Millward Brown, 52we 9Oct. IRI Major Mults, 52we 1Oct

For further information, please contact:

Premier Foods
Lisa Attenborough, Group Director of Communications  01727 805716

Tom Eckersley / Geet Chawla     020 7379 5151

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 January 2012

Loyd's lifetime's passion for food fires up new TV campaign

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‘Only Hovis’ advantage of 100% British wheat and no artificial preservatives

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