Mischief – part of MHP Group – has been appointed to handle the PR strategy and execution in Europe for snack brand Pringles.

As the number 1 snack brand for parent company Kellanova, Pringles has chosen Mischief to increase advocacy, admiration and authenticity in culture, media and amongst consumers. The six figure appointment will challenge the creative agency to land talkability around Pringles in a culturally relevant way, including leveraging consumer passion points such as gaming and football where the brand has already made great strides.

Mischief will act as the pan-European lead agency, developing a central PR strategy and annual PR plan, as well as activating in the UK.

Charlotte Brooks, MD of Mischief said:

“Pringles is a dream brand to add to our roster. We are obsessed with consumer passions, so to work with a brand that shares a similar drive to connect with what really matters to their customers is always a great starting point, and we look forward to helping them build their cultural capital both in the UK and beyond.”

Paul Wheeler, Corporate Affairs Director of Pringles said:

“We are delighted to welcome Mischief to become part of the Pringles team and can’t wait to start working together. It’s been great to see how quickly they understood our brand ambitions and new creative platform, bringing us strategic thinking coupled with outstanding creativity that we think will deliver on our ambitions with the Pringles brand”.