• by Fern Siegel , 4 hours ago

Independent agency Who Wot Why has been appointed as lead creative partner for heritage jam brand Hartley’s.

Established in 1871, Hartley's is known for its jams and marmalade. The British stalwart is sold in the U.S. via online retailers, such as Amazon. 

The assignment was won without a pitch, growing its association with the parent company Hain Celestial, having done earlier work for Ella's Kitchen. Hain acquired the company in 2012.

The agency's remit is strategy and creative, producing a new brand platform that modernizes a classic jam brand and emotionally engages customers. First work is expected in August, spanning TV and OOH.

Sean Thompson, chief creative officer at Who Wot Why, said: “Hartley’s is an iconic brand, it conjures up so many memories in people’s lives. We’re all about challenging and provoking with results-driven creativity. We want to shake up the category, wake up the consumers and put Hartley’s, back where it deserves to be, at the heart of culture.”

The creative agency's work includes The Tofoo Company, Rude Health, Spotify and Popeyes Louisiana Kitchen.