NEWS: Hexagon to take fresh approach

Hexagon Communications has been hired to fight the PR corner for independent greengrocers against the major supermarkets.

Hexagon Communications has been hired to fight the PR corner for

independent greengrocers against the major supermarkets.



The High Wycombe-based agency has been recruited by Francis Nicholls,

the UK’s largest fruit and vegetable wholesaler to plan and implement a

‘Field Fresh’ campaign, in support of its independent grocer customers,



Hexagon won the business, and a budget of pounds 100,000 without a

pitch. It was previously involved in a recruitment drive to encourage

greengrocers to join the campaign.



Selwyn Rowley, Hexagon MD, said the agency aimed to raise the profile of

Field Fresh greengrocers through regional and national media

initiatives, including placed recipes and celebrity endorsements.



He said that the work would ‘inevitably complement’ the Fresh Produce

Consortium’s pounds 500,000 PR campaign to encourage fresh fruit and

vegetable consumption (PR Week, 23 February 1996).



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