Sainsbury's moves consumer PR from Freuds to new agency without a pitch

Sainsbury's has moved its consumer PR account from Freuds to Hope & Glory less than a year after the agency picked up the account, PRWeek can reveal.

PRWeek understands the supermarket giant shifted its consumer PR to Hope & Glory without a pitch, but continues to work with Freuds on other projects.

Sainsbury’s appointed Freuds from a shortlist of seven agencies last March to begin work on consumer PR.

The agency was tasked with representing Sainsbury’s across its food, drinks and brand, as well as on its key brand proposition: ‘Live Well For Less’.

PRWeek understands the same areas of the business have moved to Hope & Glory.

Freuds had replaced Golin, which severed ties with Sainsbury’s in October 2017 after a restructure of its entire comms function, following the acquisitions of Argos and Habitat.

Golin was invited to re-pitch for the consumer business at the time, but declined. Hope & Glory was among the agencies to pitch for the account last time around.

Rumours that Sainsbury’s was considering a split with Freuds on consumer PR began to surface in late December.

Sainsbury’s, Freuds or Hope & Glory declined to comment on the move, adhering to the supermarket’s strict policy against commenting on individual suppliers.

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