ZenithOptimedia in £3m Premier Foods accounts reshuffle

ZenithOptimedia has consolidated its hold on a chunk of the Premier International Foods account by winning the Branston Pickle and Loyd Grossman Sauces businesses.

The £2 million Branston account moves from Universal McCann after the sale of Nestle's Crosse & Blackwell to Premier. ZenithOptimedia won the £1 million Loyd Grossman account from The Media Shop, another Premier roster agency.

These wins follow ZenithOptimedia's capture of the Typhoo Tea planning business from Naked Communications late last year. Its work for Typhoo has included the development of sponsorship for the Lorraine Kelly show on ITV.

After acquiring Crosse & Blackwell, Premier is expected to back the Branston brand with increased media spend.

Creative for the Branston brand remains with McCann-Erickson. Clemmow Hornby Inge handles the creative for the Loyd Grossman range.