The priority for the successful agency is to raise awareness across the UK of the WDA food directorate’s True Taste campaign, according to PRO Menna Davies.
The campaign is aimed at promoting locally produced food and drink. A key to this is focusing on the quality of the products. Throughout the campaign, quality badges will be handed out to local producers that meet high standards.
Davies said the WDA will be promoting the winners of this year’s awards, to be held in November, at food and drink events in England, and hoped to appoint an external PR adviser for the work later this year.
‘The PR will be based around consumers outside Wales. We want to get into the Sunday papers and the women’s interest press,’ she said.
The food directorate has already conducted a campaign in Wales and neighbouring areas, which included the Blas (taste) Showcase of the award winners’ products at such events as the Organic Food Fair in Bristol and the Royal Welsh Show.
Davies will retain full responsibility for these events, while the appointed agency is expected to advise on communications for events outside the principality.
The agency is expected to start work in January next year and will report to Davies on a day-to-day basis, but will be ultimately responsible to the food directorate’s marketing and PR manager Lisa Carlisle.
Earlier this year the WDA appointed Financial Dynamics as its retained PR adviser from a shortlist which also included The Communication Group, Good Relations and Ketchum (PR Week, 9 May).