A Premier strategy
“What we really believe in is creating marketing plans and driving media choices based on our business objectives. The fundamental thing is, what are we trying to achieve and therefore what is the best way of achieving it? What’s the strategy and then what are the tactics?”
Wise words, and absolutely the right questions to ask. They come from Yilmaz Erceyes, CMO of Premier Foods. Erceyes was talking to my colleague Charlotte Rogers to mark the return of its sauce brand Sharwood's to television for the first time in five years.
Sharwood's has been flying in lockdown, adding 3.8 million customers since the start of the pandemic and it wants to use the campaign to maintain some of the momentum.