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Fred's return no half-baked ad campaign [Sunday Mirror (England)]
[September 22, 2014]

Fred's return no half-baked ad campaign [Sunday Mirror (England)]


(Sunday Mirror (England) Via Acquire Media NewsEdge) POPULAR retro mascot Fred the Flour Man will make a comeback tonight to revive flagging sales.

The bowler hat-wearing Homepride character will return in a TV advert after a 10-year absence.

But Fred's grown from the original small animated man to a 6ft puppet who helps out during family meals.

The ad is part of a Pounds 2.3million marketing campaign to mark the brand's 50th anniversary.

It follows a 16 per cent slump in half-year profits at Homepride's parent firm, Premier Foods, which also makes Mr Kipling cakes.



Premier plans to relaunch Mr Kipling and concentrate on core brands including Bisto gravy and Loyd Grossman sauces.

Homepride said they had considered ditching "outdated" Fred but research proved mums still associated him with the brand.


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