Mason Williams Communications has been appointed to deliver the PR and social media activity for Goodlife Foods, after a competitive pitch.

Cheshire-based Goodlife Foods has been manufacturing its vegetarian and vegan frozen foods for over 25 years.

Mason Williams, which this month celebrates its 28th year in business, will work with the brand to launch a new range of premium vegetarian and vegan products, stocked by retailers including Waitrose, Booths, Ocado and the Co-operative.

A selection of Goodlife Foods products

A selection of Goodlife Foods products

The launch campaign will include a pop-up sampling kitchen at London’s Old Spitalfields Market, where sampling will be rewarded by a Tweet to Eat mechanic, and activities at major publishing houses including Time Inc and the Good Housekeeping Institute.

Marketing director Gary Johnson said: “The team at Mason Williams demonstrated fresh thinking and a clear understanding of our brand ambitions. Their creative ideas were the strongest by far and I love their passion and enthusiasm; they genuinely feel like an extension of my team.”

Joanne Greer, Mason Williams’ senior account director, added: “We’re looking forward to championing the vegetable and proving that they are more than just a bit on the side at mealtimes! The targeted launch campaign will take place across a plethora of platforms, from sampling and social to traditional media relations.”

Mason Williams also recently picked up a brief from Workout In.