Premier Foods to consolidate £15m media account

LONDON - Premier Foods is conducting a review of its £15m media planning and buying account, which is currently shared by Walker Media and ZenithOptimedia.

The company is looking to consolidate its media into a single agency in the review, which is being handled by Agency Insight. Roster and non-roster agencies are being approached.

The decision follows Premier's acquisition of the Campbell Soup Company, including the Oxo brand, for £460m in July.

Premier spent £8.2m last year and Campbell spent £6.9m, according to Nielsen Media Research.

ZenithOptimedia handles media for Campbell's and Premier Foods brands such as Ambrosia, Branston Pickle and the recently relaunched Branston Beans. Central Focus worked with the agency on planning.

Walker handles media for Quorn, which became part of Premier lat year when its owner Marlow Foods was bought for £172m.

The review does not affect Premier's creative agencies.

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