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).