LONDON—Restaurant chain Zizzi has hired Shine Communications following a competitive review that featured three other firms.

The assignment covers consumer, trade and social PR. Zizzi previously worked with Mischief, which ended its three-year tenure on the account last year.

Zizzi marketing director Jo Fawcett noted that Shine would focus on promoting seasonal offerings, along with the company's social media strategy and content plan.

Zizzi was sold along with sister restaurant Ask to private equity firm Bridgepoint last year, as part of a £250m deal.

Shine MD Lawrence Collis added the firm would aim to deepen engagement with existing customers and use its analytics tools to identify new audience opportunities.

"Zizzi is a fantastic win for the agency and we’re delighted to continue to grow our integrated social media and PR offering for clients which now accounts for over 40% of our income," said Collis.