Birds Eye brings in Bell Pottinger

Birds Eye Frozen Foods - ­acquired by private-equity firm Permira from Unilever for £1.2bn this autumn - has appointed Bell Pottinger Public Affairs.

The agency will advise its new management team on the development of a PA strategy.

Kevin Doran, senior consultant at the agency, will be seconded to Birds Eye's head office in Surrey to take up the role of head of government relations - a new post at the company. He reports to CEO Martin Glenn, the former PepsiCo UK chief who was appointed in October.

BPPA, whose clients include McDonald's Restaurants and Asda, already acts for Permira and was appointed without a competitive pitch.

Agency MD Peter Bingle said: ‘Our task is to provide short-term internal support and then advise on what is ­required going forward.'

He added: ‘We will be making sure that government is aware of what Birds Eye is, and the plans of the management team, in terms of healthy food and the like.'

Doran will target the Department for ­the Environment, Food and Rural ­Affairs, the DTI, Treasury and Number 10.

He will also target local councils and regional development agencies with relevance to Birds Eye's two main centres of production, Lowestoft and Hull.

Doran joined Bell Pottinger Public Affairs earlier this year from an EU liaison officer role at the British Medical Association (PRWeek, 24 March).

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