Sharwoods new campaign evokes adventure

Premier Foods’ Asian food brand Sharwood’s is to launched a television campaign evoking the company founder’s love for discovering exotic ingredients to introduce to the UK.

The campaign is the first ad campaign since Premier redesigned the brand in 2007. The 40 second and 10 second support spots shows the brand’s current chefs exploring Asia to show how they source new ingredients and ideas.

The ad was created by McCann Erickson and will be accompanied by press ads, direct marketing activity and in-store promotions. Media planning and buying is being handled by Mediavest.

The ad will run throughout the year to support the launch of a new product range that includes Indian side dishes, micro-noodles and some new sauces.

Premier Food revealed its full-year results today (March 5th) showing that, despite registering a 14.3% increase in trading profit to £320.2m, exceptional items dragged the company to a net loss of £373.3m.