Homepride Premier Foods Mccann London

Premier Foods hands McCann London £2.3m Homepride account


By Ishbel Macleod | PR and social media consultant

July 24, 2014 | 3 min read

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Fred, the bowler-hatted mascot for Premier Foods brand Homepride is set to take on a new guise for a modern audience, as McCann London is handled the £2.3m creative account.

Homepride's Fred will look to appeal to a modern audience

Zaid Al Zaidy, chief executive of McCann London said of the appointment: “The time is right to celebrate Homepride as the iconic British brand that it is. Premier Foods is a bastion of market-leading grocery products that are firm family favourites; adorning the cupboards and dinner tables across the length and breadth of the UK.

"Fred is an awesome character to build a campaign around and the work we have planned is set to showcase the personality of this much-loved product in a dynamic, fun way that will shake up the sector.”

McCann was appointed without a pitch for the account, with Helen Warren-Piper, savoury business unit director at Premier Foods, stating: “This is testament to McCann London’s ongoing efforts across our wider portfolio. We are extremely excited by the plans for Homepride and impressed by the creative thinking and conceptual execution that the McCann team has developed for such a well-loved brand.”

McCann already handles the advertising work for some of the key Premier Foods brands that include Bisto, Batchelors, Sharwood’s, and Loyd Grossman.

Homepride Premier Foods Mccann London

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