The Bisto and Mr Kipling owner saw more consumers buying into its premium ranges this Christmas, something its CEO attributes to the demand the company is creating for its “genuinely superior” brands.
Price promotions can be dangerous if overused, but done right they are an important part of any brand’s growth toolkit.
Continuing to invest in its brands has paid off for Premier Foods, which is seeing signs shoppers are willing to pay a “little bit more” for higher quality products.
With many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
Current group data and media director Matt McLellan will assume responsibility for the retailer’s marketing, customer and data teams.
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The retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
The co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
