The Institute of Grocery Distribution (IGD) has appointed independent communications consultancy Sunny Side Up to lead communications for its Feeding Britain's Future workforce campaign following a competitive pitch.
The campaign is designed to address skills shortages across the UK food and drink sector by encouraging more young people to explore careers in the industry. It aims to engage every UK secondary school by 2030, reduce the number of young people who are not in education, employment or training (NEET), and help strengthen the sector's future workforce.
The account will be led by Senior Account Director Antonia Paget and Strategy Director Nick Woods. They will work closely with IGD Chief Marketing Officer Kirsty Saddler and Head of Corporate Communications Suzanne McClelland.
Commenting on the appointment, Kirsty Saddler said the agency was selected for its understanding of the food industry and its ability to connect with younger audiences. She noted that while the food and drink industry employs one in eight people, it continues to face a shortage of young talent. She added that Sunny Side Up demonstrated the strategic insight and sector expertise required to support the campaign's objectives.
Nick Woods, Strategy Director at Sunny Side Up, said the agency is looking forward to contributing to a campaign focused on addressing workforce shortages across the UK's food system. He said the communications strategy will focus on reaching young people, particularly those not currently in education, employment or training, through relevant voices, platforms and messaging.
The appointment expands Sunny Side Up's portfolio in the food and drink sector, where it already works with brands including Pink Lady apples, Majestic Wine and Riverford Organic, alongside organisations in health, retail, sport and the charity sector.
