Social-first creator agency NewGen, formerly Kairos Group, which has offices in Manchester, London, Paris and New York has entered a new partnership with Premier Foods, working across its popular Mr Kipling, The Spice Tailor, Sharwood’s and Loyd Grossman brands.
NewGen’s appointment advances Premier Foods’ ambition to “modernise and grow its brands’ social presence and build cultural relevance across new and existing audiences,” without compromising brand heritage.
NewGen was selected as the agency of choice for its deep understanding of how modern consumers interact with food and FMCG brands on social platforms. The agency’s remit will focus on reinforcing Premier Foods’ brands as household names, while driving sustained organic engagement and community growth.
All social content created for Premier Foods will be designed to be organic-first, engagement-led and culturally relevant, built to perform across both TikTok and Instagram. Through highly platform-native thinking, NewGen will deliver trend-led content, proactive community management and audience-first strategies.
Catherine Lloyd, chief marketing officer at Premier Foods, said: “This partnership with NewGen marks an exciting next chapter in bringing our brands to life for modern audiences. Their understanding of social culture and their ability to connect brands with relevant communities made them a strong fit for us. We’re looking forward to seeing our brands show up in ways that feel fresh, relevant and authentic.”
Mike Craddock, CEO & co-founder of NewGen said: “We’re excited for this challenge, and thrilled to be working with Premier Foods. Their brands have earned their place as British household names over decades, and there’s further opportunity to meet today’s audiences where they are, with content that earns attention.”
Premier Foods employs over 4,000 people operating from 13 locations across the UK, supplying a range of retail, wholesale, foodservice and other customers with iconic brands which feature in millions of homes every day. It is home to some of the nation’s best-loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr Kipling, Oxo and Sharwood’s. More recent additions to the Premier Foods portfolio include The Spice Tailor, FUEL10K and Merchant Gourmet.
