Premier Foods readies major ad pushes for new products
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Premier Foods is preparing a major advertising push for two new products - Batchelors Cup a Pasta and OXO Spag Bol Recipe Cubes - in a bid to drive sales and maintain its market leading position.
Advertising for the products will be handled by MCBD.
For the new OXO cube, a heavyweight and targeted £1.5m integrated marketing support package has been developed to ensure maximum consumer awareness. The campaign will include national TV, consumer press, PR, online, and coupons which kick off from September 2010 and runs until March 2011.
The new Batchelors product meanwhile will be supported by in-store and online activity to drive awareness and encourage trial.
Premier Foods says the launches aim to emphasise its commitment to delivering innovation and driving category growth.
Batchelors Cup a Pasta is described as “a warm, filling pasta snack made in a cup. Each product in the four strong range has less than 2% fat and takes only 4 minutes to prepare.”
Oxo Spag Bol Recipe Cubes are described as “packed with just the right blend of herbs, spices and seasoning, so for mums who are juggling all sorts of pressures in their time, they provide 1-2-3 easy steps to a great tasting home-cooked family favourite meal.”
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YouGov Insight:
Grocery Retail
· 31% of main shoppers use Tesco for the bulk of their grocery shopping.
· Morrisons shoppers are more likely to shop at Tesco for ‘secondary shopping’ than shoppers of any other supermarket chain.
· Shoppers that use Tesco for the bulk of their grocery shopping are most likely to go to Sainsbury’s for their ‘secondary shopping’
· The most popular reason given by Asda main shoppers for using Asda is that there are ‘plenty of special offers’.
· Asda’s highest regional penetration is in the North (39%) and the lowest is in the East (16%)
· The most popular reason give by Sainsbury’s main shoppers for using Sainsbury’s is that the ‘availability of food is always good’
· Sainsbury’s highest regional penetration is in London (25%) and lowest in Scotland (9%)
· Morrisons shoppers are more promotionally oriented than the shoppers of any other store.
Click here for more information on this YouGov market report
