Icas wins Hygena remit with Currys

Electrical retail giant Currys has drafted in icas PR as it prepares to launch a push to boost sales of its Hygena at Currys range of kitchen furniture.

Icas beat August.One Communications, Phoenix PR and Talk PR in a four-way shootout for a one-year consumer PR contract that kicks off next month.

Hygena kitchen furniture is made by Currys’ rival MFI, but icas will encourage people to buy the brand – which comes in flatpack and ready-assembled forms – from Currys outlets.

The agency reports to Kellie Evans, corporate press officer at Currys’ parent firm Dixons Group. She said the campaign will stress the convenience of buying at Currys.

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