Since the start of this year, Premier Foods has overhauled their overall strategy and decided to focus their marketing spend on eight of their power brands. These include Mr Kipling, Hovis, Ambrosia and Bisto. This strategy has certainly paid off for Premier Foods as they saw an increase of revenue from these brands in the first quarter of 2012; an increase by 3.7% to £215m. But how will the company look to continue this increase in sales?
Like the majority of UK brands, Premier Foods is focusing on their quintessentially British products to coincide with the Diamond Jubilee and Olympic celebrations. Mike Clarke, chief executive of Premier Foods, said: “In this year of British celebration, we believe that more and more of our retail customers and consumers will be choosing to buy British brands like ours, made in Britain, supporting British jobs.”
Premier Foods’ British focus is especially true of Hovis. On the Hovis website, Premier Foods celebrate the fact that their loaves are made with 100% British wheat and the Union Jack flag packaging dominates their site. Another product that has adopted the blue, red and white theme is French Fancies or as Premier Foods has renamed them ‘Great British Fancies’.
The Brand Managers of Mr Kipling have also decided to incorporate a competitive slant to their recent marketing campaign which coincides with the Olympics and Euro 2012. The Kipling Cup takes place on their Facebook page and asks consumers to vote for their favourite Mr Kipling cake. Customers are encouraged to take part by being included in a prize draw and see footage of the cakes competing which was animated by Aardman.
Premier Foods has had a successful campaign with their power brand strategy and this has been massively contributed by the group’s Brand Managers. Alex Carter, Managing Consultant at Brand Recruitment comments ‘that there has been an increase in leading FMCG companies recruiting for Brand Managers. In such a competitive market, a strong Brand Manager is the driving force behind its success.’
Brand Recruitment specialises in Brand Manager jobs for FMCG and food companies across the Eastern Region.