How innovation and creativity helped turn around Premier Foods’ brands

Marketing Week 10 Oct 2019 03:31

The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.

Premier Foods will never bring creative in house, according to its UK marketing director Yilmaz Erceyes, who believes its agencies have played an important role in turning around the fortunes of its biggest brands.

Speaking at the Festival of Marketing today (10 October) Erceyes admitted the brand “would never bring creative development in-house because we don’t have that core competency”.

Instead, he praised its agency McCann, arguing the team had been “critical” in its turnaround strategy.

The owner of Mr Kipling and Bisto kicked off that strategy in 2015 after seeing declines in the majority of its brands – including household names – with some reaching double digits.

Erceyes said: “Our results weren’t pretty. Our organisation had become trading-led, just thinking about next month and next quarter.”

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Mr KiplingYilmaz ErceyesPremier FoodsAngel DelightBisto