Premier Foods reviews £2.5m agency roster

Britain's biggest food maker, Premier Foods, is reviewing its entire consumer PR roster, putting £2.5m of agency comms business up for grabs.

Branston: iconic brand
Branston: iconic brand
The company behind Ambrosia, Branston, Hovis and Oxo plans to appoint three agencies by March. A shortlist has yet to be drawn up.

The review has been triggered by Premier Foods' £1.2bn acquisition of rival food company RHM which began in March last year.

Ambrosia: iconic brandA spokesman for Premier Foods confirmed that a rev­iew was under way. He said: ‘The acquisition of RHM has resulted in an increased number of agencies on our books.

As we continue to successfully integrate RHM into our business, it is now our intention to consolidate our consumer PR agencies. This will ensure we achieve excellence in PR communications while leveraging our budgets to even greater effect.'

He added: ‘With such a large stable of brands, it is essential that we have the right partners to manage the communication and reputation of these brands into the future.'

Premier Foods would not reveal which agencies are currently on its consumer roster. It is understood the agencies were only informed of the review last week and were all invited to repitch. The pitch is understood to be open to non-roster agencies at the long-list stage.

Premier Foods will continue to use Cirkle for trade PR and Citigate Dewe Rogerson for financial and corporate PR. The company has an annual UK turnover of £2.7bn.

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