Premier Foods to 'unashamedly' stick with TV advertising

Premeir Foods: farmer's lad by Dare for Hovis
Premeir Foods: farmer's lad by Dare for Hovis

Premier Food is "unashamedly sticking" with TV advertising and will not be shifting significant spend into digital channels, according to chief executive Gavin Darby.

Darby was speaking as Premier Foods released its financial results for the three months to 31 March, which recorded that sales were up 1% to £327m.

Darby said: "We are unashamedly sticking with traditional advertising."

However, he added that, "at the edges, we are dialling up social media advertising."

The reason Premier Foods would continue this strategy, said Darby, was that a number of its brands, such as Ambrosia, had suffered from a lack of marketing support and that TV advertising had been proven to work.

Major food and FMCG companies are grapping with how to best make money out of social media.

Sources close to Unilever, for instance, recently disclosed that return on investment from in-store promotions can be as much as 50% higher than campaigns run across than Facebook and Twitter.

The debt-laden Premier Foods, whose brands include Bisto, Oxo and Hovis, has marketed five of its grocery Power Brands on TV in the quarter to 31 March.

Darby said the performance in the quarter "represents the fifth successive quarter of sales growth for our grocery Power Brands, demonstrating that our strategies of investing in marketing and improving customer collaboration are working."

Premier Food’s financial performance was helped by a 3.3% jump in sales of its Power Brands – Hovis, Mr Kipling, Bisto, Oxo, Ambrosia, Batchelors, Sharwood’s and Loyd Grossman.

Premier Foods is introducing an overhauled packaging design for its Hovis brand in the coming months.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message