14 June 2013

Batchelors back on TV to drive "Super" sales

Batchelors, the no.1 Easy Eating brand , is returning to the nation’s TV screens from Friday, 14th June for the first time in five years to launch its £1.6m ‘Ready when you are’ campaign.

Batchelors, the no.1 Easy Eating brand , is returning to the nation’s TV screens from Friday, 14th June for the first time in five years to launch its £1.6m ‘Ready when you are’ campaign. The new creative, which will run from the 14th June for six weeks, will focus on the revamp of the Batchelors Super range, including the recent launch of a range of exciting new Super Noodles flavours (Chicken and Mushroom, Roast Beef & Onion, Peppered Steak and Sizzling King Prawn).

Busier lifestyles are becoming the norm, with consumer trends showing a need for delicious tasting food that has the added benefits of being both quick and convenient to prepare. The vast Batchelors Super range, which offers shoppers 30 family-favourite flavours - spanning across rice, pasta and noodles - provides families with a tasty yet versatile range of side of plate options. Alternatively they make an ideal light meal option throughout the day.

The new Batchelors advert showcases a celebration of busy family lives and portrays the brand as the perfect partner to cater for this growing trend. The advert depicts a range of typical everyday scenarios and demonstrates just how suited the Batchelors Super range is for mums who want a variety of meal solutions for the entire family at any time.  
Jon Burton, Brand Director for Batchelors, says, “It’s important to understand the pressures that mums, in particular, are under. They need to feed their family quick, easy and nutritiously-balanced meals in a cost-effective way. We are seeing Batchelors Super Noodles and Batchelors Super Rice over indexing with kids 6-10 , and results suggest that mums are serving them to their kids to accompany meat and vegetables to make a complete, filling meal. Younger females (17-24) over index with Batchelors Super Pasta’n’Sauce with growing consumption occasions due to ease of use and diet/low calorie benefits .” 
Heavyweight marketing support is also being put behind the TV campaign, including consumer PR and in-store activity which is set to make the launch front of mind and will also offer recipe ideas. 

Batchelors encourages retailers to stock up on the complete Batchelors Super range in order to make the most of the additional consumer demand anticipated. The Batchelors Super range is available to buy now.

- Ends -

For more information, please contact Amy Searle or Natasha Kumar at Cirkle on 01494 680727 or at [email protected]

Notes to Editors:

RRPs:   Super Noodles 74p
Super Rice 74p
Super Pasta ‘n’ Sauces 94p

The Batchelors Super Noodle NEW Flavours:

• Chicken and Mushroom
• Roast Beef & Onion
• Peppered Steak
• Sizzling King Prawn

Savoury Rice is rebranded as Super Rice

Pasta ‘n’ Sauce is rebranded as Super Pasta ‘n’ Sauce

As one of Britain's largest food producers, 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, Batchelors, Bisto, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 9,000 people operating from over 35 sites from across the country.








01 June 2013

Transforming every day food into flavoursome meals

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