The Food Standards Agency, the independent, non-ministerial government department responsible for food safety, food standards, and hygiene across England, Wales, and Northern Ireland has appointed a new agency to increase awareness of the FSA and its role in ensuring food is safe.
McCann in Birmingham has been handed the role to lead creative communications following a competitive pitch.
The move will see the McCann deliver strategy, creative, and assets to drive lasting impact for public health work, with the agency’s initial work focusing on creating digital assets for the FSA’s owned channels.
One of the FSA’s most recent campaigns was the “Speak Up For Allergies” initiative. The viral, influencer-led campaign targeted teenagers and young adults on TikTok and Instagram and encouraged individuals with severe food allergies to communicate clearly with restaurant staff and businesses, achieving a reach of 3.8 million users.
FSA director of communications Claire Forbes said: “Ensuring that food is safe and can be trusted is our top priority, and clear and effective communication is an essential part of this.
“We are delighted to be working with the team at McCann and look forward to collaborating on impactful campaigns targeting both consumers and businesses across the food system.”
McCann in Birmingham managing director of advertising Jo Jacques added: “We are incredibly proud to partner with the Food Standards Agency. Its work is vital for public health, and we are excited to bring our strategic and creative thinking to the table. This win is a testament to our team’s hard work and innovative approach, and we can’t wait to develop campaigns that make a real difference.”
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