Snack company Golden Wonder has picked Cohn and Wolfe to handle its
consumer, corporate, trade and internal PR programme.
The six-figure account was awarded to Cohn and Wolfe after Golden Wonder
used the PRCA’s ’Preview’ software system, which offers a shortlist of
companies that best match the client’s brief. PR activity was previously
handled by MTJ Associates.
Golden Wonder is mounting an aggressive programme of product support and
new product development in a bid to dent Walkers’ current domination of
the crisps and snacks market.
’We have a mission to be the UK’s favourite snack,’ said David Smith,
marketing manager for crisps. ’We are committed to investing and
innovating in the whole category.’
Golden Wonder, whose products include Wotsits, Wheat Crunchies and Nik
Naks as well as its own label crisps, bought itself out from former
parent company Dalgety for pounds 54.6 million in 1995.
