Premier Foods hands MCBD Loyd Grossman and Ambrosia brands

Premier Foods is understood to have handed the Loyd Grossman brand to Miles Calcraft Briginshaw Duffy, following its appointment to the food company’s £26m roster last month.

It is thought the agency will also work on dairy brand Ambrosia. The move comes after Premier decided to retain McCann Erickson on its roster following a final pitch against WCRS.

It is not clear how the company is planning to split the majority portfolio of brands, which also includes Branston, Batchelors and Sharwoods. It is understood that it has decided to research work from both MCBD and McCann Erickson for the Hovis brand, which was used as the test brief for the pitch.

Premier Foods declined to comment on how the brands would be divided between the agencies. An announcement is expected later this week.

The review of the company’s advertising and media roster followed its £1.3bn acquisition of rival company RHM in March. It consolidated the media planning and buying business into Starcom after a pitch against fellow roster agency Universal McCann (MW July 19).

Premier’s advertising was reviewed in September in a bid to slim down its roster of Clemmow Hornby Inge, Delaney Lund Knox Warren, Publicis and McCann Erickson (MW August 9). DDB London, incumbent on the £5m Hovis account, declined to repitch (MW September 27).

Premier Foods has been acquiring rivals over recent years. It bought Campbell’s Soup Company last year and Quorn in 2005. It was part of Texan venture capitalists Hick Muse Tate & Furst Group until it was floated on the stock exchange in 2004.

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