Rise lands Richmond's Fab and Skinny Cow ice-cream accounts

Richmond Foods has appointed Rise Communications to work on its Skinny Cow and Fab ice-cream brands.

The agency won the brief after a competitive pitch through the AAR against unnamed communications planning specialists.

Rise will work alongside the Richmond marketing team to develop a communications strategy for the brands, to which Richmond is committed to investing in over the next four years.

Skinny Cow is a low-fat, premium ice-cream that is popular in the US and is currently on national UK distribution through Asda, while Fab is an established children's ice-lolly brand.

Simon Mathews, a founding partner of Rise, said: "This is a great opportunity to apply our 'find them, mind them' communications thinking, which sets out to acquire and retain more higher-value customers, bringing together direct marketing and brand-building communications opportunities in a consolidated strategy."

Kate Needham, Richmond's marketing director, said: "We saw a number of communication strategy agencies and selected Rise because we liked the way they focus communications on enhancing bottom-line performance."