Premier Foods marketer quits to be ‘nearer family’

Premier Foods commercial director Dominic Box has left the company without a job to go to. Box, who joined Premier 18 months ago, is relocating to Manchester in order to be closer to his family.

His responsibilities, which include the marketing and development of preserves brand Hartley’s, honey brand Gale’s and dairy brand Ambrosia, will be taken on by Howard Beveridge – who is also commercial director – and general manager Julian Dunn.

Box joined Premier from personal care company PZ Cussons in March 2004, as marketing manager for tea, beverages, spreads and desserts. He was promoted to commercial director in August the same year.

Box says that he feels this is the right time to move, and that he is exploring some “interesting plans for the future”.

He was UK marketing director at Cussons, where he had worked since 1998. His departure led to a restructure of the marketing department, with Box’s former role being folded into a comprehensive sales and marketing position (MW April 1, 2004). Before joining Cussons, Box was marketing manager at Nestlé.

It is not thought that Box’s departure will affect the company’s agency arrangements. The advertising business is currently split between Delaney Lund Knox Warren and Clemmow Hornby Inge.Drinks giant Diageo is expanding into the dessert market, with the launch of a product called Baileys Chocolate Cups.

The product, which is aimed at pubs serving food, comprises a small Belgian chocolate cup filled with a 35ml serving of chilled Baileys Irish Cream.

It will be sold in catering-size packs of 232, along with point-of-purchase promotional material. The idea is that licensees will pour Baileys into the cups and serve them on a Baileys tray.

Baileys brand manager Deborah Caldow says: “Baileys Chocolate Cups give outlets the opportunity to increase their profits from food by helping to secure an after-dinner sale that may otherwise have been missed.

“They also offer licensees something new and surprising to serve customers, increasing the enjoyable experience people have in pubs and bars. This will encourage repeat visits and repeat spends.”

The launch coincides with a &£5m marketing push from Diageo for the Baileys brand in the run-up to Christmas, which includes a television campaign created by Bartle Bogle Hegarty, called “Serve Chilled”.

The campaign, comprising a series of 30-second ads, is designed to have a sitcom-like feel. The commercials feature a stylish Hollywood couple called Lewis and Kelly entertaining friends in their home.

In the first execution, Lewis is seen standing at his drinks table, on which are placed a bottle of Baileys, an ice-bucket and glasses. After several attempts at picking up an ice cube with the tongs, he gives up and pours a measure of Baileys straight into the ice bucket, adding a straw.

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