Shine won the retained account in a two-way pitch. It is understood that an integrated campaign will launch at the end of this year, targeting young mums in the C1, C2 and D demographic. The brand wants to grow market share at the expense of direct competitors such as Daz.
It is expected the agency will also help promote Surf’s new range of products, including Small & Mighty and powders with essential oils. Surf has recently rebranded with the new slogan ‘gorgeous laundry for less’.
Shine confirmed the win but would not comment further. Unilever was unavailable for comment. It is thought senior brand manager Charlotte Shore will lead the brief.
Lexis PR held the account for two years, but stopped working on it last year. Spending on PR for Surf has since been minimal. Shine currently handles PR for Wall’s ice-cream brands, including Carte d’Or and Magnum.
Meanwhile, Unilever’s 12-strong comms department is under review as the firm moves its merged operation to Leatherhead, Surrey (PRWeek, 20 July).
Emma Flack, head of comms at Unilever Home & Personal Care, will become comms head for the three newly merged Unilever businesses (Foods, Ice Cream and Home & Personal Care).