Clemmow Hornby Inge nets £3m Loyd Grossman task

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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