Premier Foods joins IPC for Quorn and Sharwoods push

IPC Media has secured a major deal with British food company Premier Foods, promoting its Sharwoods and Quorn brands throughout the bulk of 2009. The campaigns - a mix of ad funded content, advertorials, sponsorships and display - is running in weeklies Woman's Own, Woman, Chat and What's on TV, as well as the women's monthlies Essentials and woman&home and online via the goodtoknow portal.

Running from now until November, the Quorn campaign will promote Quorn as an everyday meal for anyone. Quorn will sponsor a new bi-weekly feature within What's on TV, called Tasty TV; and it will also sponsor a new bi-weekly feature within Woman's food section, Try Something New with Ben. Maximum From April until November, monthlies Essentials and woman&home are showing readers how Quorn can be used in everyday dishes, with recipe cards and bound-in recipe features that readers can tear out and keep. Meanwhile, the Sharwoods campaign, also breaking this month, will showcase Sharwoods' sauces and products and aims to turn the brand's chefs into household names. The campaign aims to achieve maximum standout at launch with four-page roll-fold front covers on Chat and Woman's Own. Activity continues in those weeklies, as well as in What's on TV until August, with bi-weekly advertorials, featuring inspiring recipes devised by a reader panel and Sharwoods chefs.       A reader competition to win a Sharwoods Chef for the day will feature in the advertorials, as well as on www.goodtoknow.co.uk. The winner will appear in a special feature within the weekly magazines in November. Inspiring In addition, monthlies woman&home and Essentials will run a series of advertorials, inspiring readers to create a range of curry dishes. The deal, which is exclusive to IPC Media, was brokered primarily by Amy Williams, solutions development manager at IPC Weeklies, and Scott Moorhead, associate director, and Alice Goad, senior executive at MediaVest.