Premier Foods in Grossman drive

Loyd Grossman sauces has brought in Citigate Dewe Rogerson to ensure the fam­ous chef remains synon­ymous with the brand.

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.

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