Centura – the grocery arm of food giant RHM, one of the largest food companies in the UK and Ireland – drafted in the agency after a four-way pitch for a PR programme understood to have a budget of £400,000.
Centura has pledged a major launch every six months for its Sharwood’s range and this month unveiled its new Noodle Recipe Kits. The firm plans to launch Sharwood-branded snacks and a ‘light’ range of sauces and is investing £9m in the range.
Centura formerly used Lexis PR, which declined to repitch.
Revolver will also promote Paxo stuffing mix and the Frank Cooper marmalade range, plus Saxa salt and its sub-brand Cerebos.
The agency, whose fees are understood to be around a quarter of the overall programme budget, is handling consumer and trade PR, with work to include media relations, events, sponsorship and guerrilla marketing.
Revolver MD and creative director Martin Ballantine said the agency would also ‘try and involve’ Centura staff in the PR programme: ‘Quite often factory floor workers can be ignored in the marketing hoopla. It’s our intention to get them as involved and excited as we hope consumers will be.’
Ballantine leads a five-strong team reporting to Sharwood’s marketing controller Rob Devonport.
The account win comes just five weeks after Revolver was bought by Leeds-based marketing operation Propaganda (PRWeek, 4 June).