Asda appoints Michief for food and drink PR

Asda has chosen Mischief as its retained consumer PR agency for food and drink, following a competitive pitch. The work will include strengthening positive perceptions around Asda’s own brand quality, value and innovation, as well as implementing creative seasonal consumer campaigns.

Charlotte Cool, Asda’s vice president corporate affairs, said: “Both Mischief’s retail credentials and creativity stood out to us in the search for a specialist food and drink agency. We look forward to working with them to tell the quality story around our food offer and deliver PR campaigns with real Asda personality.”

Frankie Cory, Mischief PR CEO, comments, “Working with Asda brings the exciting opportunity to build engaging campaigns and activity around the products customers put in their shopping baskets each and every day. Their willingness to push creative boundaries to reflect the supermarket’s culture and personality makes us the perfect partners.”

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