Premier Foods is ploughing GBP2m (US$4m) into a TV advertising campaign for Branston Relish.
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The UK food group said the ad, which features an ice cream-style fan selling the relish, would “capture the spirit of summer”.
Branston marketing manager Kelly Pym claimed the product would be “a hit” during the barbeque season. “It’s a great tasting, versatile product,” Pym said.
Premier is hoping that the campaign will also drive sales across the Branston range, including its flagship pickle line.
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