Healthfood chain Holland & Barrett has appointed Pegasus Public
Relations on a consumer and corporate brief.
The appointment follows previous work by Pegasus for the retailer on a
project-by-project basis, which culminated in its appointment without a
competitive pitch. There was no incumbent agency.
The account, which will be renewed on an annual basis, will be led by
Pegasus founder and MD Lisa Bradley. She will report to Holland &
Barrett marketing manager Phil Geary and H&B PR manager Sharon Flynn.
Pegasus will work closely with the chain's in-house PR team.
According to Bradley, the aim of the campaign will be to 'raise
awareness of the chain's popular products and publicise new ones as they
are launched'. A major part of the brief will be to 'generate footfall
in the stores and encourage people to visit healthfood stores, and in
particular Holland & Barrett,' she added.
Pegasus plans to highlight the importance of healthy lifestyles.
The firms will jointly undertake corporate research on the position of
the brand, while Pegasus will review Holland & Barrett's PR track
The increasing awareness of the healthfood chain has seen Holland &
Barrett's in-store magazine Healthy enjoy a 76.7 per cent rise in
year-on-year circulation, according to ABC figures published last month.