Food giant in b2b drive

General Mills, the world's sixth largest food firm, has appointed b2b PR specialists Mercieca to handle all its trade comms.

The retained brief was handed out after a competitive pitch process.

Mercieca will work on all trade PR to promote the firm's presence in food and drink trade media and provide trade press advertising and creative services.

Mercieca's PR director, Jonathan Patterson, said: 'We are confident we will firmly position General Mills as a leader in the trade arena.'

General Mills said that Richmond Towers Communications was the incumbent agency.

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