The agency will start work on the account immediately, positioning the brand within the New Year diet agenda and anti-sugar debate. Cirkle will produce an integrated consumer campaign including earned, owned and paid activity across multi-channel platforms.
Cirkle confirmed that Canderel has not had a consumer PR agency for at least three years, and the account was previously held by Exposure.
Ruth Allchurch, Cirkle’s MD, said: "We are delighted to be working with Canderel on a high impact, lifestyle-driven campaign to engage the brand’s core female target audience, and position low-calorie sweeteners as the healthy alternative to sugar.
"This win brings another iconic brand into our portfolio and plays to our consumer health and wellness credentials as well as our in-depth understanding of the target audience."