Premier Foods readies £10m TV campaign

Grocery Food

John Reynolds

December 14, 2011

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Premier Foods readies £10m TV campaign

Premier Foods is emphasising its core brands by launching a £10m TV campaign in February, marking the first piece of significant advertising undertaken by the architect of Cadbury's "gorilla" ads.

Hovis: Premier Foods brand

The ads have been created by the creative agency 101, the agency founded by Phil Rumbol, the former marketing director at Cadbury.

The campaign is expected to run across TV and other media. More details of the campaign are expected to come out early next year.

The activity comes at a difficult time for Premier Foods, which has been forced to shrink the size of the business by selling off brands in an effort to reduce its debt pile, which stood at £1.27bn in November.

Martin Clarke, Premier's new chief executive, helped turn around the performance of Kraft Europe's business, where he focused on the company's 15 top brands during his tenure.

In October, Premier Foods overhauled its 'Great Little Ideas' marketing campaign to increase support for its eight power brands, ahead of a planned divestment programme.