Mr Kipling Hands Its Social to NewGen in a TikTok-First Reset
Premier Foods has appointed social agency NewGen to run an 'organic-first, engagement-led' strategy for Mr Kipling, Sharwood's, Loyd Grossman and The Spice Tailor — a TikTok- and Instagram-first bet to make heritage brands feel native to the feed.
Four heritage brands go organic-first
Premier Foods has handed social agency NewGen the job of running social for four of its best-known brands: Mr Kipling, Sharwood's, Loyd Grossman and The Spice Tailor. The remit is an 'organic-first, engagement-led' approach centred on TikTok and Instagram.
It is a telling brief. Rather than treat social as a place to re-run TV ads at lower resolution, Premier Foods wants content built for the feed first — the kind that earns attention rather than buying it.
Why 'organic-first' is a strategy, not a saving
'Organic-first' is easy to misread as 'cheap.' It is not. It is a discipline: make content people actually want to watch and share, then amplify what works, rather than paying to force reach for content nobody chose to see.
For a brand like Mr Kipling — famous, loved, but not exactly native to Gen Z's For You page — the challenge is relevance. The prize is that a single well-judged post can outperform a media buy, and at a fraction of the cost.
How the roster fits together
NewGen slots alongside McCann London on creative and Carat UK on media planning and buying. That three-way split — brand platform, paid media, and a specialist social shop — is becoming the default operating model for large FMCG marketers.
Premier Foods CMO Catherine Lloyd called the appointment "an exciting next chapter in bringing our brands to life for modern audiences," with NewGen led by CEO Mike Craddock. The structure lets each partner do what it is best at, provided someone owns the join.
What this means for marketers
The move reflects a wider truth: social is now a craft discipline, not a channel you bolt onto an existing agency. Brands are increasingly hiring specialists who live in the platforms full-time and understand their fast-moving codes.
The lesson for smaller marketers is to stop repurposing and start originating. One piece of content made for TikTok will almost always beat a TV cut-down forced into a vertical frame — and it costs less to make.
Quick FAQ
Which brands has NewGen won?
Premier Foods has appointed NewGen to run social for Mr Kipling, Sharwood's, Loyd Grossman and The Spice Tailor, with an organic-first approach focused on TikTok and Instagram.
Who else works on the brands?
McCann London handles creative and Carat UK handles media planning and buying, with NewGen added as the specialist social partner.
What does 'organic-first' mean?
Building content designed to earn attention and shares in the feed first, then amplifying what works — rather than paying to push out repurposed ads.
Organic-first is the most misunderstood phrase in marketing. It does not mean free — it means earning your place in the feed before you pay to be there. For a heritage brand, that is the difference between interrupting Gen Z and being invited in. — Daniel Nikolla, Founder of Merx Marketing
Premier Foods is betting that social is a craft, not a bolt-on — and that content built for the feed beats a TV ad squeezed into a vertical frame every time.
Is your social content originated for the platform — or just your TV ad wearing a different aspect ratio?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign, DecisionMarketing.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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