LONDON — Shook, the agency co-founded by ex-Mischief strategy and creative chiefs Gemma Moroney and Damon Statt in June with backing from Hope&Glory, has won the creative communications brief for Onken yoghurt, without a competitive pitch.

The agency will develop creative communications campaigns for the UK market as part of Onken’s agency team, which also includes advertising, media and social media agencies. It will also deliver standalone PR work such as product placement, macro influencer work and trade PR.

It is the first time the brand has had external PR support in the UK for over a year; Onken has previously worked with agencies including Kaper, which was appointed in 2016.

The Onken range includes flavoured big-pot yogurt, pouches and natural yogurt for cooking and baking. In 2011, the brand was sold by Dr Oetker to Swiss milk processor Emmi, whose other brands include chilled coffee drink Caffè Latte.

Moroney told PRovoke Media: “It’s such a fun brand and they are brilliant marketers – they really know what they are about, what they need to do and how to measure it.”

She added: “Onken is just the sort of client we love working with: an upbeat, bold and loved brand that’s shaking up category convention. We’re looking forward to delivering ideas that will positively impact the brand and business.”

Onken UK brand manager Stefanie Callimanis said: “We chose Shook for their focus on work that shakes things up and makes a difference and we’re delighted to welcome them to our team.”

The Onken win adds to Shook’s growing client roster of B2C and B2B2C clients, across creative, communications and campaigning.

These include developing the creative brand purpose and brand narratives for a leading technology company; creative and communications strategy for cancer bereavement charity the Ruth Strauss Foundation; and campaigning for the Government to house homeless people with their pets on behalf of charity StreetVet.