Premier Foods to spend £50m marketing brands, with new Sharwoods ad set to roll out first
Premier Foods is to kick-off a £50m campaign to restore growth within the company, having doubled its advertising spend for 2012, with an initial £2m ad campaign for curry brand Sharwood’s. The ‘Great British Curry’ advert, created by McCann Erickson, will run from Thursday (2 February) through until April as part of the ‘Push Behind Power Brand’s’ campaign from the company, that includes Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr Kipling, Oxo and Sharwoods. TV adverts for Loyd Grossman and Hovis (see below) are also set to break in the coming fortnight, with each brand receiving a TV advertising push in order to build on their strength and heritage as a brand. Michael Clarke, chief executive officer for Premier Foods, 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.” The Sharwoods advert will present its chefs travelling across Britain to discover what makes a great British curry, and will be the start of a £6m marketing campaign for the brand this year. Loyd Grossman will return to TV from 6 February until the end of April, and will feature Grossman throughout his life, and highlight his passion for food. £2m is planned to be spent on the marketing the cooking sauce, while £10m will be spent on Hovis, which will break on 10 February.