Trident signs Pretty Green

Chewing gum brand Trident has taken on PR support to promote a consumer initiative featuring superstar ­Beyoncé Knowles.

Pretty Green won a pitch to publicise the brand’s biggest- ever sales promotion, which will see Beyoncé performing a one-off show for the brand at the O2 in November. Thous­ands of tickets will be up for grabs in a ballot when consu­mers buy any pack of Trident.

Pretty Green, the agency set up by former Exposure MD Mark Stringer, will handle media relations for the campaign and will target 16- to 34-year-olds as part of the brief.

The account will be headed by the agency’s media communications client servicing director Emma Pontefract.

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