Major UK food manufacturer Premier Foods plc has doubled its marketing spend to more than GBP50m (US$78.3m) in a bid to drive growth in 2012.

The company today (30 January) announced the money will be spent on its eight ‘Power Brands’ of Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr Kipling, Oxo and Sharwood’s, with TV spots for Sharwood’s, Loyd Grossman and Hovis leading the campaign over the next two weeks.

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Further advertising for Mr Kipling, Bisto, Oxo and Ambrosia will follow in the next few months. It is the largest concentrated period of TV advertising Premier Foods has ever launched, according to the company.

CEO Michael Clarke said: “The awareness and popularity of our Power Brands remain strong but it’s clear that we haven’t invested enough in marketing compared with our competitors. I’m committed to changing that. The new TV ads are just the start of things to come.”

The Loyd Grossman ads will feature the life story of the TV presenter, from a child to the present day.

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