Food giant Hain Daniels hires Aduro for six-figure PR brief including Sun-Pat and Hartley's

Aduro Communications has been appointed as the first agency to handle PR for every brand in food and drink manufacturer Hain Daniels Group's grocery division, in a brief worth six figures per year.

Aduro will handle a spread of Hain Daniels brands, including Sun-Pat
Aduro will handle a spread of Hain Daniels brands, including Sun-Pat

The brief will include forthcoming campaigns for peanut butter brand Sun-Pat, Hartley’s Jelly Pots and dairy-free milk brand Dream.

Several of those brands were bought by Hain Daniels from Premier Foods in 2012 in a deal worth a reported £200m.

Although Cambridge-based agency Kiss has worked on PR for Sun-Pat in recent years, this is the first time a PR agency has been hired for all the brands in the grocery division since the acquisition.

Aduro’s first campaign will be for Sun-Pat. Launching in October with the tagline "Spread the Energy: Fuel Your Dreams" and targeting secondary school children and mothers, it will feature Olympic ambassadors and involve photography and video.

A campaign for Hartley’s 10-Cal Jelly Pots in January will involve a celebrity ambassador and social influencer campaign, while a campaign with a "strong influencer element" is also promised for Dream.

PR for Hain Daniels' chilled food division has been handled by Wild Card since summer 2015.

That division includes New Covent Garden Soup and Linda McCartney brands.

Yorkshire-based Hain Daniels, which is part of US food-and-drink giant Hain Celestial, generates annual revenue of around £400m.

Other account wins by Aduro Communications this year have included Mr Men and Ted Baker.

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