Premier launches Sharwoods and Loyd Grossman direct push

Premier Foods is bidding to boost sales of its Sharwoods and Loyd Grossman ranges via a new range of direct and promotional marketing initiatives.

Premier Foods is bidding to boost sales of its Sharwood’s and Loyd Grossman ranges via a new range of direct and promotional marketing initiatives.

Marketing agency Haygarth has been appointed to devise the campaign, which will be aimed at raising the two brands’ profile with consumers to help drive sales bought and trial by new purchasers.

Matt Brown, Premier head of cooking sauces marketing, says both brands have “ambitious potential” in 2009.

The move follows Premier’s recent unveiling of a new McCann Erickson created television and press advertising push for its Sharwood’s range, which evokes the brand’s ‘exotic discovery’ heritage. Premier plans to add new products to the Sharwood’s range later this year.

The manufacturer, which also owns the Hovis and Batchelor’s brands, revealed earlier this month it made a loss of £373.3m in its full year results, despite registering a 14.3% increase in trading profit to £320.2m.

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