Bakery products to form focus of Premier Foods' £50m 'power brand' drive01 February 2012Premier Foods' new £50 million TV advertising campaign will hit screens tomorrow as the food manufacturer bids to revive its ailing business by investing in its 'power brands'. Hovis and Mr Kipling are among Premier Foods’ earmarked power brands in a list that also includes Lloyd Grossman sauces, Oxo, Bisto, Sharwoods, Batchelors and Ambrosia. Hovis will receive a £10 million marketing warchest in a move to build brands based on ‘British goodness’. Premier Foods will double its marketing spend to more than £50 million in 2012 with the first run of adverts scheduled to run from 2 February to the end of April. “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,” said Michael Clarke, Premier Foods’ chief executive. “I’m committed to changing that. The new TV ads are just the start of things to come,” he added. The advertising campaign is part of Premier Foods’ strategy to overturn debts of more than £1 billion. Last month, the firm announced that it would axe up to 600 UK jobs in a move that that is expected to save the company £40 million. | |
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