Pegasus Public Relations has been hired to 'bring the problem of night cramp onto the health pages of the consumer press' as T&R bids to boost Crampex sales with what it described as its 'first serious PR spend' on the product.
More than 70 per cent of people aged over 50 suffer from nocturnal leg cramps, according to one study published in 2002.
But Pegasus managing director Lisa Bradley said the traditional treatment of nocturnal cramps, which tend to happen in bouts and disrupt sleep, 'has been based on old-wives' tales'.
She said: 'We want to highlight how common the problem is - and that there is a dedicated product that can prevent it.'
The agency is targeting women's interest and retirement titles, as well as media GPs; the campaign runs until the end of the year. The marketing slogan - 'Don't let cramp tie you up in knots', which was created last year when T&R relaunched the product with new packaging - remains unchanged.
Pegasus won a four-way pitch and reports to group product manager Ed Round.
T&R continues to use other agencies, such as Jane Stevenson PR, to promote other products.