Premier Foods appoints Carat for media business
Premier Foods has announced the appointment of Carat to handle its media business, effective from January 2014.
Carat will handle the media planning for the entire Premier Foods portfolio, including Ambrosia, Batchelors, Bisto, Hovis, Lloyd Grossman, Mr. Kipling, Oxo and Sharwood’s.
Gavin Darby, CEO of Premier Foods, said: “I’m very excited about working with Carat. As we continue increasing our media investment, it’s important to be working with a partner that shares our passion for the brands and understands how to reach our consumers in increasingly innovative ways. I’m confident that Carat will help us get the best possible value for Premier Foods.”
Matthew Hook, chief strategy officer of Carat, added: “We’re thrilled to be working with some of the best known food brands in the UK. The pitch process worked very well and the team is totally focused on doing the best job it can for Premier Foods. We can’t wait to get started.”
The appointment follows a competitive pitch conducted earlier in November.
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