3 Monkeys for Waitrose

High-street retailer Waitrose has hired agency support in a bid to position itself as the 'local' neighbourhood supermarket.

3 Monkeys Communications has been brought on board without a pitch to provide regional PR support for its branches across England and Wales. It is the first time Waitrose has called in regional support.

The agency has been retained on a project basis and will specialise in working on initiatives in local branches with a focus on community and regional media relations.

'Waitrose is passionate about supporting local communities,' said Waitrose head of comms Dara Grogan. 'We want to engage with our customers to ensure Waitrose is their neighbourhood shop.'

Activity is set to include events and charity campaigns.

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