The Great Little Ideas brand will be supported by an integrated marketing campaign starting with TV advertising in April, complemented by press, online, and in store activity. MCBD has created the campaign.
Premier Foods says the Great Little Ideas brand will revolve around hints or twists that anyone can do using everyday store cupboard ingredients. A bright yellow star logo will appear on packs of 16 key Premier Foods brands such as Ambrosia Devon Custard, Hartley’s Jelly, Cadbury’s Mini Rolls, Mr Kipling, Batchelors, Bisto, OXO, Branston, Sharwood’s and Loyd Grossman.
The TV, print and online ads for Great Little Life will focus on recipies using the individual brands, such as using Ambrosia Devon Custard and bananas to make a Banana Brulee or adding lemonade to Hartley’s Orange Jelly to make fizzy jelly. More ideas will also be uploaded onto a dedicated brand website, in a bid to enable consumers to search for meal, snack and treat ideas.
Will Carter, divisional managing director of grocery at Premier Foods, says: “Great Little Ideas will be the biggest initiative to hit the food category for years. Our research has shown that mums choose from a small repertoire of meals which are safe but end up being a bit dull if used week after week.”
“Premier Foods is using its market-leading position to drive sales and encourage increased usage of store cupboard favourites. Great Little Ideas will help consumers to reappraise the ambient fixture in store and their own cupboards to create a host of delicious dishes at home using some of the nation’s favourite brands.”
Rivals Heinz recently announced it was re-running its £5m “It has to be Heinz” umbrella marketing campaign, following a noticeable increase in sales after the initial burst.
Premier Foods, recently posted a 4.5% rise in yearly profits and is forecasting further growth in branded sales and efficiency gains in 2010. Premier Foods Foodservice appointed former Procter & Gamble marketer James Arnold to the new position of head of marketing.