GolinHarris has been tasked with handling Cadbury's UK consumer PR work, as the brand plans a range of new products in 2013.
The agency will develop creative campaigns for Cadbury with ad agency Fallon. It will also lead an “always-on” press office.
Kraft Foods spun off its beverages and snacks business, including Cadbury, into Mondelez International earlier this year. It is preparing major product launches and marketing campaigns for next year.
The company also restructured its communications leadership after splitting into two businesses on October 1.
The brief is the first instance of a single agency working across Cadbury's entire chocolate portfolio. The consumer PR roster was created by parent company Kraft Foods at the start of the year.
GolinHarris, which has worked with Kraft Foods since 2007, will provide consumer support across the entire range of Cadbury products. Social media duties will remain with Hypernaked.
Matthew Williams, marketing activation director at Cadbury, said 2013 will be “packed full of product launches and marketing campaigns.”
“We are excited about putting in place an ‘always-on' strategy for Cadbury and delivering bold creative campaigns to remind consumers and media how much they love this iconic brand,” said Bibi Hilton, deputy MD at GolinHarris.
Before the creation of the consumer roster, Cadbury employed a variety of consumer agencies, including The Red Consultancy and PrettyGreen, which activated the brand's Olympic sponsorship.
Cadbury continues to use Blue Rubicon for corporate work.
This article originally appeared on the website of PRWeek UK, PRWeek's sister publication under Haymarket Media.