LONDON: General Mills has appointed Incahoots, a new independent agency, to handle integrated activity for its Nature Valley brand after a competitive three-way pitch.
Incahoots will manage the cereal brand's below-the-line activity in the UK. McCann London is handling the brand's UK and international advertising account, which it won in February.
The selection of Incahoots follows a review process that began earlier this year. Incahoots will be the first dedicated below-the-line agency that Nature Valley has retained, although Work Club has handled some of the brand's digital output.
Debbie Simmons, the founder of marketing firm The Big Kick, launched Incahoots alongside former Big Kick colleague Nicola Rodrigues in April. Simmons has assumed the role of chairman and executive creative director, while Rodrigues serves as MD.
“Nature Valley is a massive brand in the US and we are looking forward to helping it attain similar status in the UK by creating memorable and behavior changing integrated activity,” Rodrigues said.
Nature Valley launched in the UK in 2006 and was the official supplier of cereal bars for the London 2012 Olympic Games.
Incahoots specializes in brand activation, sales promotion, shopper marketing, and experiential and social media campaigns, working with clients including Mars Petcare and Heineken.
This story originally appeared on the website of Campaign, the sister publication of PRWeek at Haymarket Media.