Karmarama hired for £3m Sun-Pat and Hartley's relaunch

Hartley's: Karmarama to relaunch jam and jelly brand with multimedia campaign
Hartley's: Karmarama to relaunch jam and jelly brand with multimedia campaign

Karmarama has been appointed as the lead agency for Sun-Pat and Hartley's by Hain Daniels, which bought the peanut butter and jam brands from Premier Foods last year.

The independent agency was appointed after a three-way pitch that began in May.

Karmarama will now return the brands to above-the-line advertising, after having been "ignored for years", according to Nigel Parrott, the Hain Daniels commercial and marketing director, .

The first task is a relaunch of the Hartley’s brand, which includes jams and jellies, across press, TV, and digital.

A relaunch will also take place for Sun-Pat peanut butter, which is not believed to have used above-the-line advertising for more than a decade.

Hain Daniels confirmed it plans to spend £3 million on media in the coming year.

The US food group Hain Celestial bought the two brands from Premier in October 2012, as part of a deal reported to be worth £200 million, which included Gale's honey, Robertson's squash and Frank Cooper's marmalade.

Hain Celestial then created Hain Daniels as its subsidiary in the UK.

Parrott said: "Hain Daniels’ recent acquisition of the sweet spreads and jelly business has brought a wonderful set of brands that have been ignored for years.

"Karmarama were the ideal partner to help us deliver the creative solutions to our brands that will generate future growth through making the portfolio more relevant to today’s consumers."

Sun Pat claims to be used for 300 million sandwiches and rounds of toast every year in the UK.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Head of Planning Competitive Salary, negotiable for the right candidate Accord Group Limited, Central London WC1A
  • CRM - Campaign Manager £32,000 - £38,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire
  • Partnerships Manager £30,000 - £55,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners