Campaign of the month

A great little launch event

In February Premier Foods launched its biggest brand initiative to drive sales across the ambient food category.

Great Little Ideas is made up of a star logo that is featured on pack across 16 leading Premier Foods’ brands and over 250 products with tips and recipe ideas. Great Little Ideas is aimed at consumers who are bored with cooking at home to encourage them to use their store cupboard essentials in a more exciting and creative way. 

Cirkle recommended a launch event to unveil Great Little Ideas to the trade press to highlight the scale of investment and generate quality coverage. 

Cirkle created teaser invites revealing only minimal information about the launch and attached them to star balloons.

The event itself was held in an East London apartment to give the launch an ‘at home’ feel, where journalists were treated to a presentation about Great Little Ideas and an opportunity to sample a selection of Great Little Ideas recipes. There was also a surprise appearance from Loyd Grossman who introduced a tasty recipe that is featured on one of his products.

Cirkle secured attendance from an unprecedented 14 journalists on the day, including senior publishers from both William Reed and New Trade Publishing.

Coverage to date includes an exclusive new piece in The Grocer which was highlighted on the magazine’s front cover, a full page feature in Marketing magazine and further coverage in Retail Newsagent, British Baker, Marketing Week Online, The Grocer Online, Bakery Info and Twitter.  Coverage is also expected across further trade titles such as IRN, SLR, Retail Express, Convenience Store, Marketing Week and Wholesale News.