18 April 2011

Premier Foods consolidates Grocery brand PR porfolio with Ketchum Pleon

Appointment part of overall strategic review.

Premier Foods has consolidated its consumer grocery brand PR portfolio with Ketchum Pleon following a five-way pitch for its seven-figure account.

The move follows a review of marketing strategy and will see the agency’s London Food & Nutrition team charged with designing break-through campaigns for some of the UK’s biggest food brands, including Ambrosia, Sharwoods and Bisto.   The agency has been on Premier Foods’ roster for three years working on campaigns such as introducing Mrs Kipling to the nation and reclaiming Paddington Bear for Robertson’s marmalade in support of the Great British breakfast.

Jon Goldstone, Group Marketing Director said, “The decision to appoint Ketchum Pleon comes as part of an overall strategic review.  Our focus is very much on driving branded growth and we recognise the powerful contribution that PR can make.  We believe Ketchum Pleon brings the type of expertise that will ensure PR contributes to more engaging, integrated, brand-building ideas to transform our iconic brands and put them firmly in the hearts and shopping baskets of consumers.”

The team at Ketchum Pleon will be led by Practice Director Kate Hopper, who added, “We want to work with clients who believe in the power of PR as a business driver at the core of the communications mix.  Premier Foods recognises the role we can play and we are delighted to have the opportunity to work across a portfolio of such distinguished brands.”

Premier Foods’ Hovis brand will remain with incumbent, Frank PR.

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