The 'buy, sell, loan store' has handed a 12-month account to Hale-based Mere PR. The chain plans to double the size of its network to 160 outlets within five years.
Cash Generator has traditionally targeted the C2DE audience, but it has asked Mere to expand its profile to the higher earning BC1 group in light of current economic conditions.
The agency will attempt to gain sustained coverage, create buzz around new store openings, attract franchisees, drive footfall to existing stores and handle all external and internal comms.
'During the current economic conditions we are continuing to experience sustained growth in all income streams,' said Cash Generator MD Julian Urry.
'The buying and selling of pre-owned goods has never been more popular, and combined with our comprehensive range of instant cash financial services, results in the demand by consumers for our products and services,' he said.
Cash Generator recently underwent a management buyout and aims to have 100 stores open by the end of next year.