The agency picked up the six-figure brief from UB subsidiary McVitie's following a three-way pitch.
The appointment adds to the agency's existing work for UB's McCoy's, Jaffa Cakes and Hula Hoops brands following the resignation of the central consumer PR account by Lexis Public Relations in November last year (PRWeek, 2 November 2001).
The agency is tasked with promoting new product lines Top Banana, Wing Dings and last year's launch Flipper Dippers, as well as the core Penguin brand. The campaign will principally seek to target the pre-teen market with the launch of children-orientated spin-offs.
PR work around the brand is aimed at supporting a £3.5m ad campaign, and is headed by Revolver account director Trudi Smith. The agency reports to McVitie's marketing manager Andy Young.
Revolver joint MD and creative director Martin Ballantine said the agency would seek to play on the 'cheeky' heritage of the brand: 'Penguin successfully managed to keep itself relevant to today's children by playing on their love of all things cheeky. We'll be exploiting that.'
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.