Ketchum previously held the consumer account with Hovis under its wider remit for owner Premier Foods, but it has not worked with the brand for a few years.
The appointment followed a proposal from Cirkle, but it was not a competitive pitch.
Hovis will launch a fully integrated marketing campaign this year, which will see Cirkle work alongside the brand’s new inter-agency team including Mother, Carat and WARL.
Bryony Stickells of Hovis said: "Cirkle impressively demonstrated its ‘influence in the round’ credentials to us. This cemented Cirkle as the right PR agency partner for Hovis, at a pivotal time as we look to reinvigorate the brand. Cirkle will continue to lead category conversations and help Hovis cement best in class customer relationships."
Cirkle MD Ruth Allchurch said: "This latest win plays to our consumer health and wellness credentials as well as our in-depth understanding of the Hovis female target audience."