LONDON — Homewares retailer Dunelm has appointed Tangerine Communications as its lead consumer PR agency after a competitive pitch, with a brief that ranges from social media content creation to press office.

The employee-owned agency has already led on the company’s tone of voice for its new ‘Home We Get It’ brand campaign and cross-channel communications for its ‘Delivering Joy’ community campaign.

Tangerine is also providing ongoing social media support, including content creation, creative reactive and community management.

Dunelm’s director of brand and marketing Jemma Williams said: “Tangerine was a natural fit for us. Tangerine has already proven to be a trusted, extended part of our team. We’ve seen some great success already through PR but also across social through jumping on creative reactive opportunities”

Tangerine managing director Sam Gregory said: “Dunelm is a well-known household name that’s been around for over 40 years. We’re really proud to add the brand to our client roster and help it to further success.”

Dunelm joins other brands including Specsavers on Tangerine’s client roster.