The win follows a four-way pitch contested by Lexis PR, Nexus Communications and Citigate Communications, and sees Counsel hired on a wide-ranging retained brief (PRWeek, 7 March).
Incumbent Burson-Marsteller chose not to repitch, citing a reduction in fees as the reason behind its decision.
Counsel MD Nigel Dickie said the brief would encompass consumer, corporate, B2B and trade work, and attributed the win to the agency's background in food and nutrition clients. It currently works with food brands Quaker, John West and Yoplait, among others.
Dickie added that the work would concentrate on raising the profile of Sodexho's catering and support services.
'There's already high awareness of Sodexho among its core customer base, one of the key tasks is to broaden awareness of the services it provides,' he said.
He stated that PR efforts would have a broad focus: 'We'll be looking at CEOs and financial directors through to consumers. We'll be working on consumer, trade and corporate work.
'Although Sodexho already has a good reputation as an employer, we'll also be looking to target potential employees.'