PR and content agency Red Havas U.K. has been appointed as BakeAway’s UK PR agency. Its remit covers content and messaging strategy as well as building a new, fully optimised website for the food business.
Part of the UK arm of the France-headquartered Cérélia Group, BakeAway produces a range of bake-at-home products such as puff pastry, shortcrust pastry, pizza dough and cookie dough, in addition to chilled and frozen bakery items for private-label and food service providers.
BakeAway supplies leading supermarkets in the UK including Tesco, Morrisons, Sainsbury’s, Booths and the Co-op.
Red Havas initially began working with the food manufacturer earlier this year, providing a series of media training sessions and launching OaYeah!, BakeAway’s dairy-free pancake brand.
Jennie Bosson, marketing manager at BakeAway, said: “When we met the Red Havas team, we immediately felt an affinity as two ambitious brands with a ‘show not tell’ approach to comms.
“In addition to launching our new brand, OaYeah!, Havas is helping us showcase our pancake brand Abra-ca-Debora, which we are invigorating with an influencer-first approach. We look forward to seeing where this relationship takes us.”
Nigel Hughes, managing director at Red Havas North, said: “We are over the moon to be chosen by BakeAway as their PR agency.
“BakeAway’s offering is so varied and exciting, giving the team many opportunities to showcase their PR prowess; everything from media training and trade profiling to consumer-facing product launches and influencer engagement.
“It has been a busy but successful start – not to mention flippin’ tasty with the delicious OaYeah! launch activation.”
The Red Havas Group has more than 20 offices in 14 markets worldwide.
In the UK, Red Havas has offices in London and Manchester. The agency’s client roster includes American Express, Manpower UK, Jaguar Land Rover, the Department for Education, NHS Blood and Transplant, and Molson Coors.
In February, Red Havas appointed Jacqui Munro as senior account director in its new public affairs service offering.