CHI scoops Branston brief from DLKW

Premier Foods has moved its £6 million Branston product range out of Delaney Lund Knox Warren & Partners into another of its roster shops, Clemmow Hornby Inge, without a pitch.

The business, which includes Branston Pickle and Branston Beans, is expected to include further product launches later in the year.

The move comes just three months after DLKW won the launch duties on Branston Beans - formerly HP Beans.

The launch TV spot, created by DLKW, starred an animated baked-bean tin singing the praises of the beans to the tune of the Hot Chocolate song You Sexy Thing. It was backed by a nationwide blind-tasting promotion and press and radio ads.

Last year, DLKW also launched Branston Pickle's squeezy bottles. The ads showed the ease of using the new product by featuring people making a sandwich with one hand and doing something else with the other.

CHI already works on Premier Foods' Loyd Grossman range of sauces. The agency also works on the 102-year-old Typhoo brand, which Premier Foods sold to the Indian group Apeejay Surrendra in an £80 million deal in October last year.

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