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.

Leading PR agency Sunny Side Up will handle XIX Vodka's trade and consumer PR. The agency will amplify the brand's presence in the UK market.Launched in 2021 by YouTube collective The Sidemen, XIX Vodka has gained significant traction in the UK market. Sunny Side Up's previous success with Best Cereal, another The Sidemen spin-off, provides valuable audience insights.Sunny Side Up will lead corporate, trade, and consumer communications initiatives for XIX Vodka, with founder Nick Woods and senior account director Antonia Paget overseeing the account.XIX Vodka's marketing director Phil Neale praised Sunny Side Up's expertise, saying that their strategic insights will propel the vodka brand to new heights.Nick Woods added: ?Ç£XIX is a great product and we?ÇÖre so excited to work with the team. Their innovation and dedication align perfectly with our values, and we look forward to a successful partnership.?Ç¥XIX Vodka joins Sunny Side Up's impressive drinks industry client roster, including Majestic and Ridgeview.

Seattle-based performance running shoe brand Brooks has selected Sunny Side Up as its official UK agency following a competitive selection process.Brooks, a partner of major running events like Parkrun, Run Through, and The Great Run Company, equips athletes like reigning British 1500m World Champion Josh Kerr.The B Corp agency, Sunny Side Up, boasts a diverse client base spanning food, beverage, health, nutrition, sports, and travel. They'll focus on acquiring new customers for Brooks through media relations, crafting brand experiences, strategic partnerships, and influencer marketing campaigns.Sunny Side Up founder Nick Woods (pictured) will lead the Brooks account, reporting directly to Lee Emanuel, Brooks' UK and Ireland marketing manager. Emanuel emphasized the ongoing potential for Brooks to connect with runners and fitness enthusiasts across the UK and Ireland. He said: ?Ç£We?ÇÖve seen strong growth YOY over the last decade, but we continue to strive to connect with existing and new runners to our brand. Our pitch process was rigorous and highly competitive, with a number of very strong agencies presenting some fantastic plans and thinking. Sunny Side Up really impressed us with their reading of our current situation, their relationships, their enthusiasm for the opportunity we have and their energy. We believe they?ÇÖll increase the eyeballs on our brand, especially among dedicated and fitness runners.?Ç¥

The Sidemen's cereal brand, Best Cereal, has appointed Sunny Side Up to handle all its corporate, consumer and trade communications, forgoing a competitive pitch process.This news comes after Best Cereal, a collaboration between the hugely popular Gen Z YouTube collective The Sidemen (with over 21 million subscribers) and British oat giants Mornflake, took the UK by storm. Launched in February this year at Tesco supermarkets, it quickly became the fastest-growing cereal brand in the country.The Sidemen, already boasting a successful clothing line, are expanding their foray into the FMCG segment. Their manager, Jordan Schwarzenberger, credits Sunny Side Up's Nick Woods (founder) and Nikita Takhar (account director) for the brand's successful launch.Woods echoes the sentiment, praising The Sidemen's disruptive approach: ?Ç£Best is a great product, but you don?ÇÖt have to know too much about the people behind it to understand that they are among the biggest shakers in the industry. Jordan and his team bring an energy, agility and comfort-with-speed that a lot of brands could learn from. It?ÇÖs exciting to be on board.?Ç¥Sunny Side Up's food portfolio already boasts impressive clients like Charlie Bigham's, New Covent Garden Market, Driscoll's, British Cherries, and Cheesegeek.c