Gluten-free oats producer Glebe Farm has selected London agency Mercieca to manage its PR and help drive greater awareness of its brand credentials and new products.
The PureOaty owner has also tasked Mercieca with devising a new creative communications programme to help grow public awareness of its brand and organic, gluten-free proposition.
Reporting into the Glebe Farm marketing team, the PR firm will oversee all proactive and reactive media enquiries, beginning with a targeted PR trade strategy to build on the brand’s reputation as a premier supplier for oats on the European market.
“I worked with Mercieca in a previous food & drink company, so was very much aware not just of their experience, but how they work. Within just weeks they’ve become a true extension of our team, demonstrating the strength of their network, and proactivity to deliver the best possible results for Glebe Farm. They have a rare blend that combines creativity with commercial thinking,” Glebe Farm head of marketing, Abigail Nelson-Ehoff said.
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“We have some really exciting plans short and long term as a business and are confident that Mercieca will help us lift our company profile and engage decision makers through their storytelling.”
Well known for its quirky marketing activations, the brand was notably sued by one of competitors, Swedish brand Oatly last year – and upon its successful defence unveiled a boldly confrontational, tongue-in-cheek campaign.
Mercieca PR director, Gemma Oakes added: “We’re excited to be working with the team at Glebe Farm. They’re the only farm in the UK growing and processing 100% gluten free oats into porridge flakes, oat flour, and their delicious gluten free oat drink, PureOaty, which has been a huge hit in the Mercieca office!”
