Premier Foods International has hired Nexus Communications to
support a number of its biggest brands in a major marketing push over
the next 12 months.
Premier is investing heavily in Typhoo Tea, London Fruit and Herb
Company and Cadbury's Drinking Chocolate and has appointed the agency
after a competitive pitch for the work, whose fees run to six
figures.
Nexus director Jo Rimmer, who will handle the account, said: 'It will be
a mix of trade and consumer PR targeting national press on the consumer
side and there will be a big emphasis on trade support.'
Premier group brand manager Nicola Ferguson said the company would use
PR to get more value out of its advertising.
'We need PR for the activity we have planned. We want a fully integrated
campaign and PR links with the press, especially women's press, will
enable us to take it further than you can just with off-the-page
advertising,' she said.
'With Typhoo the challenge is about re-establishing the name in
consumers' minds. For the London Fruit and Herb Company it is about
raising awareness among 25 to 40-year-old women,' Ferguson added.
The appointment follows an eight-month period when the brands had no PR
support as the marketing function was relocated from Liverpool to
Cambridge and a new team was appointed.
The activity will not be seen until next year although the agency
started work this week.
