Nexus Choat PR has picked up the Patak's Indian food business - three months after losing rival brand Sharwood's to Lexis Public Relations, when it won the Centura Foods account (PR Week, 11 August).
The account was previously held by Starfish Communications. Three agencies are thought to have pitched for the work, including Shandwick International.
Fees are in the six-figure region.
The account will be led by board director Jo Rimmer, who reports to sales and marketing director Alison Cannon.
Rimmer said the brief was both consumer and trade PR. 'Patak's prides itself on innovation,' she said. 'Ethnic food is the most dynamic sector in grocery, and Patak's is fuelling this growth through its authentic positioning and genuine innovation.'
Although Sharwood's and Patak's compete in the Indian food market, Patak's has the edge in terms of authenticity. Its products, which were first made in the 1950s, have only been available in supermarkets during the 1990s. And over 90 per cent of Indian restaurants use Patak's products.
Patak's has branched out to launch ranges of frozen wraps and microwave curries. But Rimmer would not be drawn on future innovations.