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.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in