Salford’s Mighty & Kin has been named the UK PR agency of record for cider-led drinks company Aston Manor Cider (AMC).
Following a competitive pitch process, the FMCG specialist agency will be tasked with leading trade, consumer and corporate PR activity as the beverage firm embarks on an ambitious growth plan and category expansion.
Based in Birmingham, Aston Manor Cider is the home of brands including Crumpton Oaks, Knights and Knights Vintage.
The partnership has already kicked off with a 12-month trade marketing plan that sees Mighty & Kin supporting Aston Manor Cider with an always-on retailer and media engagement programme.
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Mighty & Kin will also lead a consumer-focused experiential summer activation for one of AMC’s hero brands, Crumpton Oaks.
Grace Anthony, head of marketing at Aston Manor Cider, said: “We are delighted to be partnering with our new PR agency Mighty & Kin at such an important stage in our journey.
“As we continue to grow our branded business within the cider category and expand further into the wider beverage market, having the right communications support in place will be key to building our profile and driving the next phase of our growth.”
Claire Murgatroyd, managing director of Mighty & Kin, added: “We are absolutely thrilled to be in partnership with Aston Manor Cider at such a pivotal moment in their journey. The cider category is seeing an exciting transformation and AMC is right at the forefront of that movement.
“We’ve always admired their commitment to developing affordable brands, and with and increased focus on sustainability in manufacturing, we can’t wait to help them pour that passion into headlines across the country.”
Mighty & Kin is the new name for FMCG specialist PR agency MTJ PR following the completion of a recent management buyout by managing director Claire Murgatroyd, who celebrated her 20th anniversary with the agency in February. The new name sees a move away from the original founder’s initials, and “represents the agency’s character and the wider creative and strategic work it delivers.” Mighty, the agency explained at the time, is about strength and the power to make things happen, while Kin speaks to the team’s heart, loyalty, trust and integrity underpinning their work.
