Bagged salad brand Florette has appointed Sutton Coldfield-based communications agency WAA in a deal thought to be worth six figures.
WAA, which won the contract in a four-way pitch, is tasked with developing marketing initiatives that drive brand penetration and sales volumes.
WAA's first brief is to deliver a series of advertising and sales promotion campaigns which bring its "as fresh as it gets" proposition to life.
The first campaign, has already hit super-market shelves across the UK, features a cross-promotion brokered by WAA with health and fitness club chain Virgin Active.
Elaine Smith, Florette marketing manager, said: "WAA impressed us with their retail credentials, their strategic analysis of our brand, consumers and competitors, and their commercially focused recommendations. We were looking for an agency that could be trusted to act as a fully integrated, strategic marketing partner to Florette, and I believe we have found just that in WAA."
Jacqui Lennon, WAA managing director comments: "Florette is a household name and a terrific brand to add to our portfolio of clients. The campaign developed by WAA utilises a variety of marketing channels in order to meet Florette's commercial aims."