Wall’s Pastry owner The Compleat Food Group has appointed London-based Quiet Storm to lead its brand growth strategy, securing the account without a pitch.

The historic meat pastry brand has tasked Quiet Storm with developing a “bold” new campaign to launch in the autumn, in a bid to reach new audiences.

“We want more people to see Wall’s in a whole new light – still the tasty, reliable favourite they know, but now full of personality and cultural relevance,” said Jason Manley, brand director at The Compleat Food Group.

“Quiet Storm really understood that ambition, and we’re excited to see the brand step confidently into the spotlight.”

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Running from September this year, the agency’s campaign will place Wall’s Pastry as a modern British staple, “establishing the brand’s personality” and building on its “category-leading status” within sausage rolls.

Massimo Fiori, client development director at Quiet Storm, said: “Wall’s is part of everyday British life. Lunchboxes, corner shops, service stations.

“It’s a classic people know, but may have taken for granted. We want to change that and get the brand firmly back in people’s hearts and minds where it belongs.”