LONDON--US cleaning products giant Bissell has handed an integrated UK PR brief to Publicasity following a three-way pitch.

The firm has been selected to deliver a campaign across traditional PR and social media, showcasing Bissell’s expertise and experience in floor care. The campaign also aims to amplify Bissell’s recent advertising activity, its first UK TV campaign in five years.

135 years old, Bissell is the global market leader in vacuum cleaning and carpet washing appliances, based on unit sales, but in the UK lags behind such rivals as Vax, Dyson, Hoover and Numatic. The company is hoping a new ‘spring cleaning’ campaign will help on capitalise on a key trading season.

“Publicasity was the only agency to challenge our brief from the very beginning which was refreshing to see,” said Bissell brand and communications manager Alexandra Carr. “They presented an alternative approach that went against the grain but ultimately aims to deliver quality coverage in the right places, at the right times and with the right message.”

Our integrated approach aims to reflect key trading periods on and offline while ensuring maximum return,” added Publicasity head of consumer lifestyle Bianca Lee-Chang.

Bissell joins Publicasity’s home interest brand portfolio, which also includes Cuisinart, Brewers, wallpaperdirect, Travis Perkins and Linn.