Premier Foods is aiming to boost its social media strategy with the appointment of a new creator agency to work across the Mr Kipling, The Spice Tailor, Sharwood’s and Loyd Grossman brands.
NewGen has been briefed to “modernise and grow the brands’ social presence and build cultural relevance across new and existing audiences”, without compromising brand heritage.
The agency’s remit will focus on reinforcing Premier Foods’ brands as household names, while driving sustained organic engagement and community growth. It was selected for its deep understanding of how modern consumers interact with food and FMCG brands on social platforms.
Founded in 2015 as gaming influencer agency Kairos Group, it rebranded as NewGen in 2024 following a multi-million-pound investment from venture capital group BGF. The agency has offices in London, Manchester, Paris and New York and already works for food brands PepsiCo, Hasbro and KFC, as well as Samsung, Porsche, and Qatar Airways.
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. The agency will aim to deliver trend-led content, proactive community management and audience-first strategies.
McCann London handles the company’s advertising and marketing account, Carat UK runs media planning and buying.
Premier Foods chief marketing officer Catherine Lloyd said: “This partnership 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.”
NewGen CEO and co-founder Mike Craddock added: “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.”
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