It is the first time in the brand's 18-year history it has taken on retained PR support. The agency was hired following a three-way pitch.
The organic brand was established in 1990 by HRH The Price of Wales to promote sustainable farming and food production. The SPA Way will concentrate on raising awareness of Duchy Originals commitment to sustainable food and farming through consumer and trade media projects, as well as providing press office support.
The news comes weeks after celebrity chef Gordon Ramsay criticised Duchy Originals for its salt and sugar content. In an interview with the Daily Telegraph magazine, he allegedly described the range as over-priced and boring. He also accused the Price of Wales of using his royal lineage to promote sales of his food, which now has an annual turnover of £50 million.
All of the brand's profits are donatad to The Prince's Charities Foundation, which has currently raised £6million for the cause.