Clemmow Hornby Inge has won a place on the Premier International
Foods roster after landing the £3 million account for the Loyd
Grossman range of cooking sauces. The agency, which picked up the
business without a pitch, becomes the third shop on the Premier roster
alongside Fallon and Delaney Lund Knox Warren & Partners.
Premier's group marketing director, Ivor Harrison, will task CHI with
producing the Loyd Grossman brand's second TV campaign, to be rolled out
in the New Year. The work will follow on from this year's TV spots,
starring Grossman, which were directed independently for the company by
Paul Weiland.
They will back the continued expansion of the Loyd Grossman brand into
pasta and other food products. Media planning and buying for the account
will continue to be handled by The Media Shop.
Despite never appointing an above-the-line agency, the Loyd Grossman
range has experienced phenomenal success in the five years since its
launch. The brand, which targets the premium end of the sauce market,
this year celebrated its second successive year of more than 20 per cent
growth, leaving it as the fourth-largest sauce brand in the UK. Before
last year's TV campaign, marketing activity has been restricted to press
work and the Loyd Grossman roadshow.
"It's a fantastic opportunity for a young agency like ours to handle
such a fast growing brand," CHI's joint founder, Johnny Hornby,
said.
"Loyd has a genuine belief that British consumers deserve to eat
better-tasting food and his products really deliver that."
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