Reading-based Ceres Partnership and Peterborough-based Chamberlain will co-handle the brief, taking over from London-based 18-month incumbent Nexus Communications.
‘The food and drink industry is phenomenally important to the region's economic development, making up almost 50 per cent of GDP,' Chamberlain CEO Denis Chamberlain told PRWeek.
The ‘Eat east' campaign - which boasts the strapline ‘nearer, fresher, better' - is B2B and consumer-oriented, aiming to boost demand for local produce from caterers, the tourism market and the public. It will stress seasonality, diversity, quality and the value of local food and drink.
Produce from Bedfordshire, Cambridgeshire, Essex, Hertfordshire, Norfolk and Suffolk will feature in the local, regional and national drive.
‘The food industry is made up of lots of small businesses that have their own PR plans in place. We need to reach all of these businesses to get a consensus on what we can do for them,' added Chamberlain.
Ceres will lead on consumer work, with the account managed by CEO Jennifer John. Chamberlain is responsible for the B2B side. They report to EEDA senior marketing executive Martin Savage.
‘Ceres is led by former British Potato Council PROs whom I knew from my former role as editor of Farmers' Weekly many years ago,' said Chamberlain.