30 January 2012

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

Loyd Grossman is hitting the nation’s screens with a brand new TV creative and schedule designed to engage consumers with Loyd’s Lifetime’s Passion for food.

Loyd Grossman is hitting the nation’s screens with a brand new TV creative and schedule designed to engage consumers with Loyd’s Lifetime’s Passion for food. The advert is set to grow sales for the no.1 premium branded cooking sauce  by increasing awareness and reinforcing the brand’s credentials as the first choice for consumers who are passionate about food.

Launching 6th February, the national advertising campaign runs in bursts throughout February, March and April, and documents Loyd’s passion for good food throughout his life, from a toddler to the present day.  The charming 30 second advert concludes with the tag line, ‘Loyd Grossman. Share a Lifetime’s Passion’ which also features on the redesigned packaging launched last year. The end frame focuses on the convenient Loyd For One pouches as well as the 350g jar offering.

“As Loyd Grossman goes back on TV and communicates his passion for making everyday meals more enjoyable, we encourage retailers to stock up to maximise the expected increase in demand,” comments Vikki Babb, Senior Brand Manager. “In particular, the Loyd For One pouches create a significant sales opportunity, with 41% of sales since launch being incremental to the category .”

Loyd For One, the single-serve Italian cooking sauce range, was launched in 2010 and has delivered an RSV of £3m and claims 5% share of the premium Italian cooking sauces sector . The innovative format has unlocked a very profitable opportunity, created in response to the five billion single lunch and dinner meal occasions every year .

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 and five of the Power Brands will be back on TV with advertising in the first quarter.


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

Notes for 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.



21 January 2012

Spice up your sales with Loyd Grossman Chilli Con Carne

Previous article

30 January 2012

Premier Foods Launches Major TV Advertising Push Behind Power Brands

Next article

Brands people love

You'll find one of our much loved brands in 96% of British households.

Our brands

100 years of history

When were Mr. Kipling cakes invented? Where does the name Bisto come from?

Our heritage

Playing our part

Caring for the environment, and building trust in our supply chain.

Our part