Highlighting the cost and versatility benefits of incorporating Premier Foods’ products including Bisto, McDougalls and Homepride, into foodservice menus, our team created a series of inspirational print and online recipe guides which also drove traffic to Premier Foods’ website.

The integrated campaign comprised of owned, earned and paid media and positioned the multi brand owner as the expert across year-round eating occasions including Summer Sizzlers, Mother’s Day & Easter, and Desserts through the Decades.
The latter gave an iconic nod to Premier Foods’ heritage brands such as Angel Delight, Bird’s and Ambrosia (think Bird’s Artic Roll and McDougalls Pineapple Upside Down Cake) and showcased nostalgic print ads through the decades starting from the 1930s. Amplified through social media, the campaign included easy-to-enter online competitions for chefs and caterers which saw them downloading the guides to enter.

As well as achieving editorial in key foodservice trade titles, high audience engagement levels the guides resulted in website traffic from Twitter which included over 13,000 click through and record competition entry levels. The guides were also used as collateral for Premier Foods’ sales team.

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