Premier Foods Consolidates its Grocery Brand PR Portfolio With Ketchum Pleon

By Ketchum Ltd, PRNE
Tuesday, April 19, 2011

LONDON, April 20, 2011 - Premier Foods, owner of household names including Ambrosia, Mr Kipling
and Bisto, has consolidated its consumer grocery brand PR portfolio with
Ketchum Pleon following a five-way pitch for its seven-figure account.

The move follows a review of Premier Foods' marketing strategy and will
see the agency's London Food & Nutrition team charged with designing
break-through campaigns for some of the UK's biggest food brands, including
Ambrosia, Sharwoods and Bisto. The agency has been on Premier Foods' roster
for three years working on campaigns such as introducing Mrs Kipling to the
nation and reclaiming Paddington Bear for Robertson's marmalade in support of
the Great British breakfast.

Jon Goldstone, Group Marketing Director at Premier Foods said, "The
decision to appoint Ketchum Pleon comes as part of an overall strategic
review. Our focus is very much on driving branded growth and we recognise the
powerful contribution that PR can make. We believe Ketchum Pleon brings the
type of expertise that will ensure PR contributes to more engaging,
integrated, brand-building ideas to transform our iconic brands and put them
firmly in the hearts and shopping baskets of consumers."

The team at Ketchum Pleon will be led by Practice Director Kate Hopper,
who added, "We want to work with clients who believe in the power of PR as a
business driver at the core of the communications mix. Premier Foods
recognises the role we can play and we are delighted to have the opportunity
to work across a portfolio of such distinguished brands."

Premier Foods' Hovis brand will remain with incumbent, Frank PR.

For further information, please contact: Kate Hopper, Ketchum Pleon, T: +44(0)20-7611-3713 / E: kate.hopper at; Robyn Massey, Ketchum Pleon, T: +44(0)20-7611-3658 / E: robyn.massey at

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