Premier Foods takes Great Little Ideas online

LONDON - Premier Foods has launched, a website for its £10m umbrella campaign running across brands such as Oxo, Loyd Grossman, Branston and Homepride.

Premier Foods: Great Little Ideas goes online
Premier Foods: Great Little Ideas goes online

The website, created by Elvis, offers consumers quirky hints, tips and twists on how to use some of Britain's everyday store cupboard ingredients.

A search facility allows consumers to search for a snack or idea by brand, product, theme, meal occasions and main food ingredient. Premier Foods said there are more than 250 'Great Little Ideas' to choose from on the site.

Further elements to the digital activity will be added through the year, including a social media tool that will be added in May, allowing users to create their own profiles.

Premier Foods' Great Little Ideas initiative was developed to encourage consumers to use its range of brands including Branston, Ambrosia, Homepride, Oxo, Loyd Grossman and Hartley's Jelly, when cooking at home.

It has signed up an array of famous faces to appear in the campaign including former 'Coronation Street' stars Liz Dawn and Tina O'Brien, 'Gladiators' presenter Kirsty Gallacher, and Ashley Banjo and Perry Kiely, members of 'Britain's Got Talent' winners Diversity.

The TV campaign supporting the initiative was created by MCBD.

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