Loyd Grossman soups teams with Vogel's

by Gemma O'Reilly, Promotions & Incentives 01-Feb-07

LONDON - Premier Foods is launching an on-pack push for its Loyd Grossman range of soups in a bid to drive sales and awareness of the products.

The promotion, through The Big Kick, includes a tie-up with Vogel's, featuring money-off vouchers for its bread products on one million pouches of Loyd Grossman soups. One million loaves of Vogel's bread will also carry money-off vouchers for the soups.

Kicking off this month, the push aims to build on consumers' brand loyalty towards Loyd Grossman pasta sauce and extend it to its soups by offering an additional discount voucher for the soup range on five million jars of pasta sauce.

"This promotion primarily focuses on building awareness of Loyd Grossman soups among our identified market of consumers who are already familiar with the brand," said Barbara Holgate, managing director at The Big Kick. "The link with Vogel's bread provides an extra route to the target consumers."

The promotion will run through all major supermarkets nationwide while stocks last.