LONDON — Good Relations has been appointed by Halfords, the provider of motoring and cycling services and products, as its consumer PR agency across its retail, autocentre and mobile expert divisions.

Good Relations was appointed following a four-way competitive pitch process run by the AAR Group, and the account will be led by executive director Lawrence Collis.

The brief will see Good Relations lead on consumer PR and influencer marketing, helping to drive Halfords’ business strategy, building awareness of its shift towards becoming a services-focused business, and a “super specialist” in the motoring, cycling and electric sectors.

Halfords group marketing director Lisa Bond said: “We are pleased to appoint Good Relations as our new consumer PR agency. The team put together a highly impressive pitch, demonstrating great strategic acumen as well as brilliant creative ideas and they will make a great addition to the business and our internal team. I would also like to thank departing agency ZPR for their seven years of highly dedicated service as the company’s trusted PR advisers and wish them well.”

Good Relations CEO Richard Moss added: “Halfords has seen impressive growth driven by their expanded services business and we are incredibly proud to be working with them. Getting back on the road and onto our bikes has never been more meaningful for consumers, and we look forward to helping Halfords disrupt the category further."

Halfords is the latest addition to the agency’s consumer brand portfolio, which includes Lidl, Zoopla, Celebrity Cruises, Sodastream and Pladis. The agency recently expanded into North America.