Bondy Consulting resigns premium baby food brand over conflict of principles

The baby food brand was one of the first accounts to sign up with the agency when former Ketchum corporate and consumer MD Jessica Bondy founded Bondy Consulting in 2008.

Bondy said the agency had decided to resign the account ‘due to recent changes at Plum and in its overall approach.’ It is understood that the agency will see out a three-month notice period with the brand.

PR has been Plum’s main marketing tool since being set up by former chef Susie Willis in 2004 and Bondy has worked with the challenger brand since March 2008. The agency won the account following a three-way pitch and replaced incumbent, Connected PR.

Since turning over £1.8m in its first year of trading, Plum is now a leading player in the baby food market and was bought last year by a private equity firm for £10m.

In a statement, Bondy said: ‘Plum was one of our first clients, so this is a sad day. However, we set up Bondy with clear business principles and ways we wanted to work with our clients. Due to recent changes at Plum and in its overall approach, we were unable to maintain the principles we firmly believe in, so with reluctance have decided to part ways. We wish them every success in the future,’ said Bondy.

At time of writing, Plum was unavailable for comment.