Premier Foods backs “Power Brands” strategy with TV push

Premier Foods is kicking off its “Power Brand” strategy this week with a television advertising campaign as the brand looks to move away from debt reduction strategies to brand building in a bid to drive growth.

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The campaign will focus on the company’s eight “Power Brands”: Ambrosia, Mr. Kipling, Sharwood’s, Bisto, Oxo and Batchelors, Loyd Grossman and Hovis.

It is part a of a restructure that saw the business split into two divisions and the group chief operating officer role axed.

The food company is struggling to overturn debts of £850m following a number of costly acquisitions in recent years. The new TV campaign is part of its strategy to double marketing spend to more than £50 million in 2012 to help restore growth.

Michael Clarke, chief executive says, the company’s new TV strategy will help create a more efficient and cohesive marketing process across the business.

He adds: “The awareness and popularity of our Power Brands remain strong but it’s clear that we haven’t invested enough in marketing compared with our competitors. I’m committed to changing that. The new TV ads are just the start of things to come.”

Sharwood’s ‘Great British Curry” will be the first campaign to air, from Thursday (2 February) and will be followed by ads for the Lloyd Grossman range (below).

The company expects to double its £20m cost reduction target by 2013 and wants brands to become a bigger part of its business as it intends to increase the proportion of its business from branded foods from 52% to 75%.

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Read Marketing Week columnist Mark Ritson on why the “Power Brands” strategy could be the “end of the road” for Premier Foods.

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