The launch will be supported by a £4m advertising campaign created by HHCL United.
QBO will handle Hero's corporate PR, with both agencies managing consumer campaigns. They will target consumer, national and local press, as well as food titles.
'The benefit of the joint offering is to give access to QBO's corporate experience and Good Relations' background in nutrition,' said QBO MD David Wilson. The three-way pitch was handled by AAR. Fees are thought to be around £300,000.
Hero's cake decoration and home baking brand in the UK, Supercook, will not be affected by the appointments.