Yakult appoints food PR specialist

Fermented milk drink brand Yakult has hired food and wellbeing specialist Ceres PR to be its agency of record for the UK and Ireland following a three-way pitch.

The Yakult account, for consumer and trade work throughout 2021, is said to be worth "six figures" annually. Incumbent agency MSL UK said it had decided not to repitch.

Reading-based Ceres PR will provide an 'always-on' press office, as well as running a series of new PR projects and initiatives for the brand. The integrated comms programme will incorporate media and influencer relations, as well as thought leadership. 

“With interest in the gut and overall wellbeing increasing, it’s important for us at Yakult to continue to support and educate consumers on the topic,” said Emma Dita, PR manager, Yakult UK & Ireland. “We’re confident Ceres’ knowledge of the health and wellbeing landscape and media contacts will greatly support our efforts here.”

Japanese brand Yakult launched in the UK in 1996 and says it sells 40 million bottles a day worldwide.

Jennifer John, director of Ceres PR, said: “Yakult is an iconic name in the world of wellbeing and food and we are delighted to have won this account. The team worked hard to deliver an approach that we believe will really work.”

When asked for comment, MSL UK chief executive Chris McCafferty said: “We had a gut feel not to repitch and declined.”

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