The campaigns – a mix of ad funded content, advertorials, sponsorships and display – will run 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, Tasty TV; and it will also sponsor a new bi-weekly feature within Woman’s food section, Try Something New with Ben.
From April until November, monthlies Essentials and woman&home will show readers how Quorn can be used in everyday dishes, with beautifully shot recipe cards and bound-in recipe features that readers can tear out and keep.
Meanwhile, the Sharwoods campaign, breaking in April, will showcase Sharwoods’ sauces and products and aims to turn the brand’s chefs into household names. The campaign will aim 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.
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.
Voneeta Arora, senior sales executive, IPC Southbank, and Jonathan Keen, IPC Weeklies business development manager, supported the deal.
Lisa Clark, head of media management at Premier Foods, says: “IPC's ideas stood out from the competition and delivered on Quorn's and Sharwoods’ key communication objectives. We wanted highly targeted and innovative ideas that seamlessly integrated and yet maximised the strengths of magazines and digital - IPC delivered on this and more. The stand out the media firsts will give us, in tandem with the expert editorial input, made this a unique deal for Premier Foods.”
Kate Mackenzie, IPC Weeklies group advertising director, says: "This is a great example of the agency, media owner and client working in tandem to come up with a really innovative solution for the brands. Working directly with the Weeklies Creative Solutions team and the editors across the divisions, we have enabled Premier Foods to tap into the powerful multi-platform relationship we have with our audiences."
Amy Williams adds: “This deal capitalises on the unique relationship IPC magazines hold with women. It offers a multi faceted campaign running across press and online, that hits the Quorn and Sharwoods key objectives for 2009. The key to winning this deal for me was the unique relationship we hold with women."
