Northern Foods buoyed by Fox’s ad campaign

Northern Foods says it is on track to deliver full-year pre-tax profit in line with expectations, following a 3.9% rise in first-half underlying sales. The growth has been boosted by a £5m ad campaign for Fox’s Biscuits.

The Yorkshire-based company, which also manufactures Goodfella’s pizzas and supplies ready meals to supermarkets and Marks & Spencer, says total sales increased by 6.5% in the six months to September 27.

While its ready meals operation saw sales decline by 2.5%, the company says overall chilled foods division achieved underlying sales growth of 2.4%.

Northern Foods says it has clawed back rising ingredient costs with price increases of its own and says its Fox’s Biscuits business has benefited from a new £5m advertising campaign.

Fox’s Biscuits has also brought in David Patmore as marketing manager (pictured). He will now oversee the marketing plan for the £124m biscuit brand portfolio. Patmore has a background in food and drink marketing, having previously held roles at Dalepak, Ocean Spray and Princes.

Last year, Fox’s Biscuits appointed Mother to handle its £5m advertising account after a three-way pitch against WCRS and Hurrell and Dawson. Leeds-based incumbent Propaganda did not repitch for the business (MW August 27, 2007).

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