LONDON—Price comparison player Compare the Market has called in financial specialist Smithfield as it aims to step up consumer engagement in the UK.

The move follows a competitive review, revealed earlier this year by the Holmes Report. Smithfield is hired as a retained communications advisor, deploying its consumer finance expertise alongside lead strategic agency Freud.

In particular, it is understood that Smithfield will focus on Compare the Market's product offering. The company leads the car and home insurance categories, and is now eyeing further growth in the energy and personal finance sectors.

"We are looking to increase our share of voice in the media, particularly in the personal finance pages, and we believe Smithfield has the right blend of expertise, enthusiasm and ideas to help us achieve this," said Compare the Market head of PR Sandra McLaughlin.

Since introducing its wel-known meerkat campaign in 2009, Compare the Market has seen its share of the online comparison market market soar in relation to rivals such as Go Compare and Moneysupermarket.

"The growing influence of price comparison websites has been one of the most notable trends in the consumer finance market over the course of past decade and we are excited about supporting the company and its plans for the future," said Smithfield director Andrew Wilde.