Agency

Creator Agency NewGen to Handle Social Media Strategy for Premier Foods’ Mr Kipling, Sharwood’s Brands

Published on August 27, 2026

London-based social-first creator agency NewGen has been appointed to lead social media strategy across four Premier Foods brands: Mr Kipling, The Spice Tailor, Sharwood’s and Loyd Grossman.

The appointment is part of Premier Foods’ push to modernize its brands’ social presence and build cultural relevance with new and existing audiences while preserving what the company calls its brand heritage. NewGen said it was selected for its understanding of how consumers interact with food and FMCG brands on social platforms. The agency’s remit centers on positioning the brands as household names while driving organic engagement and community growth.

Content produced under the partnership will be organic-first and engagement-led, built specifically for TikTok and Instagram, according to the announcement. NewGen said its approach includes trend-led content, proactive community management and audience-first strategy, developed around platform-native formats rather than repurposed campaign assets.

“This partnership with NewGen marks an exciting next chapter in bringing our brands to life for modern audiences,” said Catherine Lloyd, CMO at Premier Foods. “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.”

Mike Craddock, CEO and co-founder of NewGen, said the four brands have “earned their place as British household names over decades” and that there is “further opportunity to meet today’s audiences where they are, with content that earns attention.”

NewGen, founded in 2015 by Craddock and Chris Parnell, operates from offices in London, Manchester, New York and Paris and employs 95 people. The agency’s brand client roster includes PepsiCo, Samsung, Galderma, P&G and Activision Blizzard. NewGen received a multi-million-pound investment from BGF in 2024, which it has directed toward its technology platforms, data capabilities and international expansion.