Plum has hired Finn PR to help kick-start an aggressive campaign to increase the company’s market share of the baby food industry.
The company was launched in 2006 by Susie Willis, a former chef, and has grown from a turnover of £1.6m in its first year to being bought last year by a private equity firm for £10m. Its main competitor is Ella’s Kitchen.
Bondy Consulting, which handled the consumer, corporate and trade PR for the food manufacturer for three and a half years, decided to resign the account ‘due to changes at Plum and in its overall approach’ in July.
Bondy continued to work with the brand for the following three months as part of a notice period.
Finn PR will start its appointment with a large scale integrated campaign in the New Year.
Activity will be delivered across Plum’s stable of baby food products and will include digital, traditional media relations, SEO and social media.
Plum Baby marketing director Nigel White said: ‘We have an aggressive plan to increase our market share within the baby food category. Finn demonstrated a real level of commerciality in its approach and ideas, and we’re looking forward to working together to take the brand to the next level.’
The agency aims to target mummybloggers and establish a feel of loyalty for the brand. It also aims to communicate the creation of Plum Baby as a ‘superfoods’ story to a wider audience.