Premier Foods | Company Profile, Marketing Contacts, Media Spend, Brands
Premier Foods plc is a British food manufacturer. The company markets several brands including Hovis, Mr Kipling, Ambrosia, Sharwood's, Loyd Grossman, Oxo, Bisto and Batchelors.
|Main Telephone||01727 815 850|
|Main Fax||01727 815 982|
Premier Foods ContactsContacts (5/32)
|Gavin D.||Chief Executive Officer||Hertfordshire|
Sample of Associated Brands
|Alastair M.||Chief Finance Officer||Hertfordshire|
|Delphine G.||Marketing Controller - Sharwood's||Hertfordshire|
|Michelle W.||Brand Director - Cake Portfolio||Hertfordshire|
|Helen W.||Marketing Director, Grocery||Hertfordshire|
|Hovis - Bread||*****|
|Batchelors - Super Rge||******|
|Sharwoods - Prod Rge||******|
|Bisto - Range||*******|
|Mr Kipling - Prod Rge||*****|
|********||***** **||Media Buying, Media Planning||2013||present|
|***** *******||***** **||Media Buying, Media Planning||2013||present|
|*****||***** **||Media Buying, Media Planning||2013||present|
|********** - ***** ***||***** **||Media Buying, Media Planning||2013||present|
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Premier Foods puts focus on desserts, home baking as consumer trends hurt sales
Subject: Outdoor, Press, TV, In-Store, Millennials, Holiday Marketing, Shopper Marketing, Social Media.
Company: Premier Foods plc is a British food manufacturer. The company markets several brands including Hovis, Mr Kipling, Ambrosia, Sharwood's, Loyd Grossman, Oxo, Bisto and Batchelors.
Opportunity: This month the British food manufacturer has gained a new director of the desserts and home baking division, Ms. Grace Liljemark. She’s most likely leading efforts to turn around Premier Foods’ sweets category, which faces the challenge of consumers behavioural shifts as they go for healthier alternatives.
Consumers who do bake at home at least once a week are gathered to be between the ages of 25-34, parents with kids under 16 and large households of five or more people. Thus, baking brands may focus on family and generations passing down this life skill.
Experience: Ms. Liljemark was most recently a global brand marketer for Reckitt Benckiser, where she’s held brand, category and marketing jobs in the U.S., Australia and UK since 2002. Most recently, she spearheaded long term strategic planning on a global level for the company, focusing on a commercial strategy, best practices and portfolio management. RB has recently increased its marketing focus on digital and instore, which may show a correlation to Ms. Liljemark’s strategy.
Marketing Hike: This summer we told you that Premier Foods was planning to increase its consumer marketing expenditure materially in 2015/16 with brand investments, despite an expected challenging trading environment.
We also told you the company was planning to launch new products in the Sweet Treats and ambient desserts categories over the next few months, after seeing a surprising gain in this category during Q1. These product launches were to include Cadbury Hot Cakes and Cadbury Amaze Bites, supported by TV advertising “with eight of the Company's brands planned to benefit from such investment in this financial year”.
Premier Foods recently extended the Cadbury Cakes portfolio, its most popular brand, by offering new bitesize brownies. The miniature move here was a smart attempt as Brit adult snackers are much more likely to grab a small bite over a whole cake.
Agency Roster: Last worked with BrandOpus last month on a new brand identity.
Premier House, Centrium Business Park, St. Albans, Hertfordshire, AL1 2RE, 01727 815 850
Ms. Grace Liljemark **
Director, Desserts & Home Baking
Ms. Jo Agnew
Head, Cadbury Cakes & Lyons
Mr. Darryl Curtis
Head, Seasonal Cake
Ms. Lisa-Jo Harvey **
Senior Brand Manager – Homebaking
**Server could not allow for verification, but this matches company format and should be correct.