Agency roundup: Perfect Storm; Aberfield Communications; Lucky North; and more

AAK, a global producer of plant-based oils and fats, has appointed Leeds-based digital marketing agency Perfect Storm to tackle a series of digital briefs for its UK Foodservice arm.

With a mission to make products better tasting, healthier, and more sustainable, as a co-development company AAK works with customers to create the precise products they need.

AAK Foodservice and Retail produces over 300 different speciality oils, condiments, sauces, dressings, frying oils and ingredients for customers ranging from Michelin starred chefs and local takeaways, to global fast food chains and major retailers.

The initial remit for Perfect Storm sees the agency tasked with clarifying the brand positioning and digital strategy of the company’s UK foodservice and retail brands.

The first project will focus on the Lion brand, a leading foodservice range of sauces and dressings. The agency will work on brand positioning, marketing strategies, channel strategies and campaign concepting. Perfect Storm will also be redesigning AAK’s foodservice website.

Rachel Neale, marketing director at AAK, said: “We initially spoke to Perfect Storm about a social strategy, but we were so impressed with their approach and the way of working they demonstrated that we quickly realised they could help us with so much more.

“It’s important to have someone who can challenge your thinking and help us focus in where the need is greatest. We’re very much looking forward to working together.”

Naomi Biltcliffe, client director at Perfect Storm, added: “AAK is a huge global organisation doing really exciting things in a number of fields.

“As an agency we love nothing more than getting our teeth stuck into a brand positioning and full digital strategy so we were over the moon to be appointed to work with the firm’s UK foodservice and retail brands.

“Focusing on the brilliant Lion brand in the first instance will allow us to demonstrate how we can elevate the marketing, as we undertake customer interviews, journey mapping and a rework of digital strategies.

“Manufacturing is an industry we really love working with, and we’re looking forward to bringing our expertise in the sector to this partnership.”

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Aberfield Communications has been appointed by three of the North’s manufacturers to deliver PR and strategic communications, as the trio look to continue their growth.

The Leeds-based PR, social media and brand communications agency will work with Mansfield Pollard, a specialist in air management solutions; UK manufacturer of winter maintenance and highways vehicles Econ Engineering, and structural steel engineering business William Hare Group, with a full suite of PR, content and marketing services.

The wins come as Aberfield continues its own growth, with the business set for a record financial year and having doubled the size of its team since the pandemic.

William Hare Group, headquartered near Bury in Lancashire, has operations across the globe and manufacturing sites in Scarborough, Risca and Grantham in the UK.

It has appointed the agency to raise awareness of its experience and capabilities working on nationally significant infrastructure and property projects across the UK and beyond, as the business prepares to celebrate its 80th anniversary later this year.

Mansfield Pollard has appointed Aberfield to support its strategic growth and reinforce its market leadership across the industrial air handling, data centre cooling and acoustic control markets.

Econ Engineering, a 55-year-old business headquartered in Ripon and known for its yellow gritters, is working with the agency to highlight its leading market position and its role in developing the engineering leaders of the future.

Ian Briggs, director at Aberfield, said: “All three businesses are industry leaders in their respective fields, and we’re excited to be working with them to develop strategic communication strategies which deliver tangible results and have a positive influence on their businesses.

“We’ve hit the ground running with each of them, having already delivered stand out creative campaigns and projects across PR, social media and content, and trusted senior consultancy to help them navigate the key issues and trends that are shaping their industries in a rapidly changing world.

“These wins follow a period of continued growth for us, and we expect to make further additions to our nine-strong team and announce other client wins as we progress through 2025.”

Matthew Nesbit, group board director at William Hare, added: “Aberfield has in-depth experience working across the manufacturing, construction and property sectors.

“This, matched with its insight-driven commercially focused approach, makes them ideally placed to work with us.

“Together, we’re looking forward to showcasing our projects, people and innovations within the sustainable steel landscape.”

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Leeds-based specialist PR agency, Lucky North, has bolstered its client portfolio with the addition of waste specialist business, Envirovue.

Lucky North has been appointed to implement a targeted business-to-business PR strategy for Envirovue, encompassing a sustained press office and media liaison function to position the brand as the number one choice for hazardous, manufacturing and utilities waste management.

Strategic PR activity will also work to establish the business as a leader in waste reform, showcasing the brand’s portfolio of services under co-directors, Dan Redfern and Alex Trenbath, as experts across the waste management suite.

This new partnership comes following a period of growth for Envirovue, most recently being appointed the waste management firm for Southern Water, where the team will support the waterway management across more than 400 sites.

Alex Trenbath, director at Envirovue, said: “Right from the pitch stage, Lucky North demonstrated its commitment to getting under the skin of our goals and strategic business objectives, demonstrating a fantastic approach that aligned brilliantly with our offering.

“As we work to spotlight our software and forward-thinking innovative technology which supports a wide range of sectors, we’ve seen a significant shift in the requirement for sustainability-first waste management strategies.

“We’ve now become a first-choice partner for many businesses reporting on sustainability metrics and working to achieve net zero goals.”

Lucy Baird, director at Lucky North, added: “We’re thrilled to have been appointed by Envirovue – a fellow northern brand with a fantastic legacy, as we continue to expand our client portfolio.

“It’s also a privilege to work with a company, not only leading the way in waste management but doing so with the ambitious goal of eradicating waste and helping businesses achieve net zero.

“Over the past three months, we’ve built a strong foundation with the Envirovue team, building the brand’s profile and celebrating its clients’ success stories.

“With a unique proposition and huge opportunity for growth ahead, it’s an incredibly exciting time to be on this journey together.”

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Integrated marketing agency, Boutique, has been appointed to lead on the digital PR activity for luxury online mattress brand OTTY Sleep.

Based in the UK, OTTY is an e-commerce brand in the mattress and sleep accessories market. One of its products is the UK’s first bamboo and charcoal infused mattresses, designed to improve wellbeing.

Leeds-based Boutique will deliver a digital PR strategy that drives brand awareness by increasing visibility across audience specific media and enhances credibility and trust with consumers through high impact and quality placements of key offerings.

OTTY Sleep’s founder and CEO, Michal Szlas, said: “As the founder and leader of a small yet mighty team at OTTY, Boutique’s direct approach and eagerness to partnering with other like-minded businesses on their marketing and growth strategies was really attractive to me.

“The no-nonsense briefing process, which kicked off with a couple of ‘to the point emails’, actually saw us signing on the dotted line in just under two weeks, gave me confidence that the Boutique team had immediately heard my needs and knew how to execute a digital PR plan that would deliver.”

Agency founder, Simon Bollon, said: “We’re over the moon to be working with another leading brand in the homes space, and even more so to be joining forces with such an innovative name like OTTY Sleep at this exciting point of growth.

“Our approach to sourcing new collaboration opportunities is built on straightforward communication and partnering with other founder-owned, small business has always been a sweet-spot for us as we know we’re speaking the same language.

“It’s great to see that this resonated with the team at OTTY.

“I’m really excited to see how the PR team’s expertise within this sector and well-nurtured media relationships within the homes and interiors space can be leveraged to bolster OTTY Sleep’s brand awareness and drive increased interest from the audiences that matter most.”