Freuds, which already handles corporate PR for the soft-drink and snack-food giant, is to handle consumer PR – plus corporate, issues, crisis and public affairs work – across the brands after a review triggered by the integration of PepsiCo’s UK businesses earlier this year.
Freuds’ new corporate and issues responsibilities begin immediately; its consumer PR contract commences on 1 December.
The Walkers brand was formerly promoted by Stuart Higgins Communications. The former Sun editor has been offered a consultancy contract by PepsiCo, which he is considering.
Freuds’ appointment spells the end of Nexus Communications’ hold on Tropicana, while Clarion Communications loses its grip on the Quaker brand.
Ketchum continues to handle UK consumer PR for Pepsi UK.
Freuds’ overall fees from PepsiCo are understood to have more than doubled to around £1m.
Freuds director Oliver Wheeler leads the account.