The high-street retailer was in talks with three agencies before deciding on retail specialist ZPR.
ZPR will start work in June on consumer and product PR for the chain, particularly around seasonal events, with the first big launch being the Christmas range. It will handle both national and regional media.
The agency will try to get increased coverage for the retailer's own brands - Ladybird (clothing), Chad Valley, Worthit! and Woolworths.
Zaria Pinchbeck, MD of ZPR, will head the six-figure account, reporting to head of Woolworths PR Daniel Himsworth. The Woolworths Group retains Tulchan as its financial agency.
- Separately, ZPR has won a retained account with high-end toiletries brand Crabtree & Evelyn. ZPR's other retail clients include Selfridges, Superdrug, Peacocks, Bonmarche and Lakeland.
Meanwhile, The Ideas Network has won an account to promote Emma Bridgewater's pottery products.