Premier Foods enlisted CDR, which runs the Branston consumer PR account as well as Premier's corporate and financial briefs. It began work on the £100,000-plus brief this week.
Phipps PR handled the account in 2005 (PRWeek, 7 May, 2005).
‘Loyd is intimately involved in development and his passion for food is infectious,' said CDR practice director Steve Marinker.
Premier is to launch an on-pack campaign for Grossman's range of soups to boost sales and raise awareness.