CHI scoops Branston brief from DLKW

Campaign 03-Feb-06

Premier Foods has moved its £6 million Branston product range out of Delaney Lund Knox Warren & Partners into another of its roster shops, Clemmow Hornby Inge, without a pitch.

The business, which includes Branston Pickle and Branston Beans, is
expected to include further product launches later in the year.

The move comes just three months after DLKW won the launch duties on

Branston Beans - formerly HP Beans.

The launch TV spot, created by DLKW, starred an animated baked-bean tin
singing the praises of the beans to the tune of the Hot Chocolate song
You Sexy Thing. It was backed by a nationwide blind-tasting promotion
and press and radio ads.

Last year, DLKW also launched Branston Pickle's squeezy bottles. The ads
showed the ease of using the new product by featuring people making a
sandwich with one hand and doing something else with the other.

CHI already works on Premier Foods' Loyd Grossman range of sauces. The
agency also works on the 102-year-old Typhoo brand, which Premier Foods
sold to the Indian group Apeejay Surrendra in an £80 million deal
in October last year.