Premier Foods is launching new TV campaigns for its Loyd Grossman, Oxo and Bisto brands.

The company is investing £3.4m in activity for Bisto and Oxo, kicking off on 22 February and 1 March respectively.

The ads were designed to emphasise Bisto and Oxo as “store cupboard essentials for the modern family”, said brand director Helen Touchais, adding that they marked the start of a year of innovation for the brands.

Loyd Grossman returns to TV next month in an ad that would highlight the “vibrant flavours” of his sauces, said Premier. The brand is also set to benefit from Grossman featuring on ITV’s new Food Glorious Food reality cooking show, which starts later this month.

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