LONDON — Aduro Communications has expanded on its work for Kerry Dairy Consumer Foods with a six-figure brief to launch a new product range in the UK. 

After winning a competitive pitch for the broader Kerry portfolio last year, Aduro was appointed to run the PR, social and influencer programme for the £5 million integrated marketing launch of Smug Dairy, a new range blending oat and dairy.

Smug Dairy launched in Sainsbury’s, Morrisons and Tesco supermarkets in April, with Aduro working alongside BMB, Dentsu, and Melli on launch execution across TV, out-of-home, media relations, influencer marketing, organic and paid social media.

The remaining launch activity, including social content, will support the ATL campaign over this summer. The account is an addition to Aduro’s existing work for Kerry Dairy, including its Strings & Things and Pure brands.

Other recent new business wins at Aduro include Homebase and Dr Seuss. Founder and MD Natalie Luke said: “2023 was a strong year for Aduro, where we saw fee billing double. Big wins like Kerry Dairy were a key part of that success and to see our relationship with Kerry Dairy continue to grow in 2024 is testament to the team’s hard work.”