Premier Foods has consolidated the digital advertising for its "power brands" into Saatchi & Saatchi. Saatchis was not previously on the Premier Foods roster.
The appointment follows Saatchis’ acquisition of the digital and social media specialist Outside Line.
The Publicis Groupe agency will work on Hovis, Ambrosia, Mr Kipling, Sharwood’s, Loyd Grossman, Bisto, Oxo and Batchelors.
Premier Foods has previously hired agencies for digital activity, including Agency Republic for Hovis, but the appointment of Saatchis fits with a new strategy of pushing its main brands.
The ad roster shops JWT London and McCann London are unaffected.
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