Food and drink specialist Nexus Choat has won a six-figure brief from the Federation of Bakers.
The trade body represents most major UK plant bakeries, including Warburtons and Allied Bakeries. It ran a pitch last month for its pounds 150,000 fees contract.
NCPR started work this week. Its three-strong team is led by MD Amanda Cryer and account director Kevin Coles. The team reports to federation director John White.
NCPR's remit includes communicating to both the trade and consumer press.
It is focused on sliced bread and aims to shift popular perceptions away from its 'commodity image'.
'Sliced bread doesn't have a positive image compared with unsliced bread.
We want to get across that all bread is good for you,' Cryer said.