LONDON — Supermarket chain Morrisons has handed an expanded consumer brief to The Academy after a four-way competitive pitch.

The fourth-biggest British supermarket had worked with The Academy on consumer brand PR and Cirkle on product PR since 2016. It reviewed its roster this summer with the intention of combining the two briefs into one account.

The Academy confirmed the account win but declined to comment.

Cirkle CEO Ruth Kieran said: “Though we decided not to participate in the pitch process, we’ve loved our time working with such a fascinating, fast-moving and commercial business which places feeding the nation at its heart.

"We’re really proud of the many stand-out product innovations and news campaigns we’ve delivered over the last four years, with PR described as the ‘leading light’ of the Morrisons marketing function because of the impact our work had on sales. We wish The Academy and Morrisons teams every success on the next stage of their journey.”

Morrisons is the latest in a series of wins for The Academy, including Pret A Manger. The agency recently appointed ex-M&C Saatchi Talk chief Chris Hides as managing director and Sean Allen-Moy from W Communications as a director.