The £600,000 work forms part of a £6m spend by the brand in 2004 and carries the line 'The taste is in the detail'. It marks a strategic departure from the brand's previous 'Uncompromisingly delicious' positioning, which was developed for use on brand advertising in 2003.
This year will see a new TV advertising campaign for the Loyd Grossman brand and the first TV creative to be developed entirely by Clemmow Hornby Inge since it was appointed to work on the account in 2001.
Last year, CHI was obliged to re-run a TV execution by previous agency Comms Plus, featuring Grossman in the kitchen, interfering with his friend's cooking. The CHI 'Uncompromisingly delicious' line was included in the ad, with packshots updated to include the latest products in the range.
This year's ads will focus on the brand's pasta sauces, Indian sauces and soups.
Creative is likely to include Grossman himself.
Print activity for the Indian sauces is being planned around the Hindu festival of Diwali, which takes place in November.
Last year saw Loyd Grossman named by the Radio Times as the most successful celebrity chef brand in the UK, with sales of about £50m, beating Nigella Lawson and Jamie Oliver.
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