Premier Foods claims it is on target to achieve £1bn of ambient sales by the end of 2010 thanks to its Great Little Ideas concept, launched in April.

Premier is now rolling out the second phase of marketing for its £10m yellow star iniative, which it said had driven volumes up 10% across all 16 brands [IRI 4w/e 15 May].

Craig Revel-Horwood will feature in TV ads for Branston's Chakalaka Relish, while Terry Venables will promote a Great Little Idea for Batchelors Pasta 'N' Sauce in the five-week stint, which also includes Cadbury's Mini Rolls.