Premier Foods to consolidate £15m media

by Claire Billings, Campaign 15-Sep-06

Premier Foods is conducting a review of its £15 million media planning and buying account, shared by Walker Media and ZenithOptimedia.

The company is looking to consolidate its media into one agency in the
review 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 £460 million in July.

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

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

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

The review does not affect Premier's creative agencies.