Premier Foods readies major ad pushes for new products

Premier Foods is preparing a major advertising push for two new products – Batchelors Cup a Pasta and OXO Spag Bol Recipe Cubes – in a bid to drive sales and maintain its market leading position.

Advertising for the products will be handled by MCBD.

For the new OXO cube, a heavyweight and targeted £1.5m integrated marketing support package has been developed to ensure maximum consumer awareness. The campaign will include national TV, consumer press, PR, online, and coupons which kick off from September 2010 and runs until March 2011.

The new Batchelors product meanwhile will be supported by in-store and online activity to drive awareness and encourage trial.

Premier Foods says the launches aim to emphasise its commitment to delivering innovation and driving category growth.

Batchelors Cup a Pasta is described as “a warm, filling pasta snack made in a cup. Each product in the four strong range has less than 2% fat and takes only 4 minutes to prepare.”

Oxo Spag Bol Recipe Cubes are described as “packed with just the right blend of herbs, spices and seasoning, so for mums who are juggling all sorts of pressures in their time, they provide 1-2-3 easy steps to a great tasting home-cooked family favourite meal.”

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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