Arun Sudhaman 18 Apr 2011 // 11:00PM GMT
LONDON--Premier Foods has consolidated its lucrative seven-figure consumer grocery brand PR portfolio with Ketchum Pleon, following a lengthy five-way pitch.
The decision sees Ketchum Pleon expand its business with Premier Foods to include such brands as Ambrosia, Sharwoods and Bisto. The Omnicom-owned agency has already spent three years on Premier Foods’ roster, overseeing Mr Kipling and Robertson’s marmalade.
It is understood that Ketchum Pleon’s fees will be “comfortably” in excess of £1 million, according to one source familiar with the business. During Premier Foods’ last review in 2008, its consumer PR roster was valued at £2.5 million.
Frank PR remains the incumbent on Hovis, after also handling business for Ambrosia and Loyd Grossman in recent years.
According to Premier Foods’ website, meanwhile, Citigate Dewe Rogerson was previously charged with PR for a number of its grocery brands - including Quorn, Bisto, Batchelors and Branston.
“The decision to appoint Ketchum Pleon comes as part of an overall strategic review,” said Premier Foods group marketing director Jon Goldstone. “Our focus is very much on driving branded growth and we recognise the powerful contribution that PR can make.”
The Ketchum Pleon team will be led Kate Hopper, director of its London office’s food and nutrition team.
It is understood that the review does not affect trade and financial PR, handled by Cirkle and Maitland, respectively. “We want to work with clients who believe in the power of PR as a business driver at the core of the communications mix,” said Hopper.