The agency will work with the vegetarian and vegan food business to launch a range of products, to be stocked by retailers including Waitrose, Booths, Ocado and The Co-operative.
The launch will involve a pop-up sampling kitchen at London's Old Spitalfields Market, where customers can receive free food samples if they tweet the brand or ‘like’ the Facebook page.
Joanne Greer, Mason Williams senior account director, said: "Goodlife’s new product range is simply inspiring. We’re looking forward to championing the vegetable and proving that they are more than just a bit on the side at mealtimes. The targeted launch campaign will take place across a plethora of platforms, from sampling and social to traditional media relations."
This is the first time the family-owned business has appointed a PR agency in its 25-year history.
Goodlife marketing director Gary Johnson said: "The team at Mason Williams demonstrated fresh thinking and a clear understanding of our brand ambitions. Their creative ideas were the strongest by far and I love their passion and enthusiasm; they genuinely feel like an extension of my team."