The campaign by Phipps PR will aim to maintain Grossman's high profile throughout the year by piggy-backing media interest in his other occupations.
Grossman, well known for hosting TV show Masterchef until 2000 and Through the Keyhole until 2002, is also a trained historian and chairs the Campaign for Museums, National Museums Liverpool and English Heritage's Blue Plaque Scheme.
Phipps will work closely with Grossman's agent Peter Schnable to identify consumer media opportunities arising from Grossman's activities, to break into national press and lifestyle media.
Loyd Grossman Sauces marketing manager April Biswell said the fact that Grossman is no longer in the TV advertising campaign for the sauces range increased the need for PR to 'link the product with the man'.
She said that while advertising is focusing on demonstrating the 'quality of the product', PR needed to show that Loyd is fully involved in product development.
Phipps account director Rhona Hurcombe said: 'We're getting to a generation that might not have seen Loyd on TV and therefore are not necessarily aware of his passion for food. Food is what his whole working life has been about.'
She added a recent Mintel report showed that consumers do not automatically link celebrity endorsement with product credibility, with 98 per cent of respondents saying a well-known name was no guarantee of quality.
Unlike other celebrity-endorsed foods, Grossman is personally involved in developing the recipes used, said Hurcombe.