FSA appoints three shops to DM roster

The Food Standards Agency has appointed Proximity, Iris and Initials Marketing to its first roster of direct marketing agencies.

The three below-the-line shops were appointed to the £2 million account following a pitch against undisclosed agencies. James Brandon, the marketing director for the FSA, managed the process.

Each agency will work on separate briefs to raise awareness of food safety to both business and consumers, through DM, outdoor, promotional and experiential campaigns.

The initial push will focus on warning consumers about the dangers of improper food hygiene, as well as advising them on how to maintain hygienic food preparation conditions.

Last year, the FSA appointed Farm to handle its food-safety advertising business following a final shoot-out against Miles Calcraft Briginshaw Duffy.

Farm was briefed to create a TV campaign in a bid to cut cases of food poisoning over the Christmas period.