Edelman’s consumer arm was picked for the consumer-facing work after beating off competition during a pitch process.
The win comes after the agency was one of five brought onto the Kraft Foods’ consumer roster in February, as reported by PRWeek.
It will also see Edelman’s team giving comms support during the 21st anniversary for the brand, which last weekend offered support for the 'Cake in the Clouds' event to celebrate the Queen’s Diamond Jubilee Pageant.
The Cake in the Clouds event saw architects and engineers competing to build the biggest cake they possibly could, with Green & Black’s supplying the chocolate.
Erin Kennedy, marketing manager at Green & Black’s, said: ‘We were seeking a different approach from PR and JCPR totally understood our brief and the huge opportunity to connect consumers with the story behind the Green & Black’s brand.
‘This is a truly exciting time to be working with the Green & Black’s brand and it’s great to have the new team onboard.’
Throughout the coming year, JCPR Edelman will focus on engaging media as the brand seeks to convey its ‘ethics, taste, passion and quality’, as well as handling a press office.
Led by Melissa Hinds, a senior directer at Edelman, the agency will join a new integrated agency team for Green & Black’s, which includes advertising agency Mother.