Agency roundup: ilk Agency; Good n’ Proper; Propaganda; and more

Nev Ridley

ilk Agency, an integrated marketing agency, has been re-selected by the logistics industry to continue its creative marketing and communications Generation Logistics campaign for a second year.

Supported by the logistics industry and backed by the Government, the initiative aims to attract fresh talent into the sector.

The Leeds-based agency will deliver a range of marketing services to raise awareness and change sentiment towards the logistics industry, encouraging people to consider a career in logistics.

For its second year, the campaign will continue to target young people as potential employees of the future, as well as extending its reach to teachers and careers advisers, by showcasing the diverse, dynamic, and rewarding roles on offer in the modern industry.

Bethany Windsor, programme manager at Generation Logistics, said: “The campaign is a really exciting initiative, and ilk has risen to the challenge.

“From day one, we’ve needed strategic, integrated, and multi-channel support, and that’s exactly what ilk provides – as well as a huge amount of high-level creative support.

“Even better, the metrics we set to measure success have been exceeded across the board and this made the decision to continue our partnership into year two an easy one.”

Nev Ridley, managing director at ilk Agency, added: “Generation Logistics offered us the sort of challenge we love.

“It allows us to be the integrated, multi-service agency we aim to be, and add strategic value across all marketing channels.

“We’re happy with how things went in year one, and even more excited for year two. We feel like the potential for Generation Logistics to grow even further as a campaign is huge, and we want to make sure it delivers on its promise.”


Leeds-based Good n’ Proper has been appointed as the retained digital marketing agency for chef Levi Roots.

Good n’ Proper will work with AB World Foods on a long-term social media strategy to boost brand awareness and demonstrate that Reggae Reggae sauce can elevate any everyday meal.

The agency will also be working alongside Vimto to promote Levi’s range of Caribbean Crush soft drinks.

Levi has become one of Dragon’s Den’s biggest success stories following his appearance in 2007 when he secured investment from both Peter Jones and Richard Farleigh. Most recently, he has enjoyed a stint in ITV’s Celebrity Big Brother.

Chloe Ryce, brand manager at AB World Foods, said: “We chose to appoint Good n’ Proper as they shared many of our brand values such as authenticity, creativity and of course fun.

“They have a productive, often informal working style and were quick to understand the brand and how it can be best brought to life on social media.

“We onboarded them at an exciting but fast-paced time for the brand – with Levi entering the Celebrity Big Brother house. They rose to the challenge, delivering engaging & reactive content.”

Phil Leather, founder of Good n’ Proper, added: “Levi is a legend. Everyone remembers his iconic Dragon’s Den pitch, and that longevity is a testament to both the product and, more importantly, him as a person.

“We’re chuffed to be working alongside him on this next stage of growth, adding to what’s already been an exciting 2024 for Good n’ Proper.”


Brand consultancy, Propaganda, has secured three new account wins.

Reward Finance, Principle Healthcare and Ventrolla have all commissioned Leeds-based Propaganda on brand positioning briefs to secure their future growth.

Laura Kynaston, MD at the consultancy, said: “Propaganda has worked tirelessly to get the strategic brand debate to its rightful level at C-Suite.

“We were therefore pleased when all three of these new clients approached us via their senior board, based on the results we are delivering and the impact we are making.

“We are really excited about working on the new briefs. It’s a fantastic start to the year.”

Principle Healthcare, backed by German Private Equity firm Capiton, approached Propaganda to help author a strategy to grow its Vitawell brand of vitamins and supplements currently stocked in several leading retailers including Tesco, Morrisons and Amazon.

Principle Healthcare Group MD, John Sutcliffe, said: “As a GenM member, we’ve been really impressed by Propaganda and felt they were the perfect partner to work with us on our next stage of growth. We’re looking forward to seeing where they take the Vitawell brand.”

Leeds-based Reward Finance is a short-term lender for SMEs and has enjoyed rapid growth in the last five years.

Propaganda has been appointed to advise on a strategy to support significant further growth for the brand and its geographical expansion.

Nick Smith, group MD at Reward Finance, said: “We’re an ambitious brand, keen to push the boundaries and perceptions of the short-term lending market.

“When we met Propaganda, we knew we’d met an equally ambitious partner, ready to disrupt our market.”

Ventrolla renovates and repairs heritage and replacement sash windows and is looking to build on its product and service with a brand strategy which can drive a three-year programme of growth.

Ventrolla CEO, Ian Flanagan, said: “We first met Propaganda in 2021 and were impressed by them then.

“I’m happy that Ventrolla is now in a position to capitalise on Propaganda’s approach and look forward to working with them to develop our future growth plans.’’


Gary Pattison

Marketing consultancy, Fantastic Media, has launched a consumer-facing campaign for Snacksters, the hero food brand for Summit Foods, to propel its growth across the value-driven frozen, chilled, and ready-to-eat sectors.

Summit Foods engaged the Leeds-based full-service agency to amplify awareness of the Snacksters’ brand and drive foot traffic to retailers nationwide.

Since Summit Foods and the Snacksters brand was acquired by Abbeydale Food Group in 2017, the business has quadrupled its brand value, achieving £27m value in 2023 and a further 33% growth forecast to over £36m by March next year.

With an anticipated turnover exceeding £30m for the current year, the company is looking to double its growth within the next three years.

Snacksters now has listings in all major retailers, including Tesco, Sainsbury’s, Asda, Aldi, Morrisons and Iceland.

To ensure Snacksters’ continued growth trajectory, Summit has appointed Fantastic Media to refresh the brand’s online presence and deliver a series of ad campaigns focusing on frozen snacking, particularly Snacksters’ Big Stack burgers.

Andrew Hayes, managing director of Summit Foods, said: “We realised we needed to let more people know about us and to encourage them to hunt us out on the frozen aisles of their favourite supermarkets.

“As a business we’re never short of agencies trying to get us to part with our money but Fantastic have been the first ones to understand the right level at which we needed to get started.

“Fantastic started with an iNSIGHT process, which was invaluable as it made us look at ourselves, our products, customers and objectives in a structured way before delivering a creative solution that has as much substance as it did style.”

Gary Pattison, director of strategy and insight at Fantastic Media, added: “Our research uncovered that Snacksters’ Big Stack burgers offer consumers their favourite takeaway experience at half the price, without the wait.

“We leveraged this insight to develop compelling ad campaigns centred around the question, ‘what are you waiting for?’

“The ad campaigns showcase the convenience, speed, and value proposition of Snacksters’ products.

“Additionally, we have worked closely with Snacksters’ product development team to create innovative burger creations, enhancing the brand’s appeal and differentiation in the market.”

Snacksters and Fantastic are now poised to launch a comprehensive marketing campaign across various channels, including paid social media and display advertising, with future campaigns planned across television and radio, as well as influencer collaborations.