Nature Valley appoints Incahoots to handle integrated below-the-line account

General Mills has awarded Incahoots its Nature Valley cereal bar account to handle integrated activity below-the-line, following a three-way pitch.

The win sees Nature Valley join Whiskas (Mars Petcare) and Foster’s (Heineken) as clients of the agency, set up by MD Nicola Rodrigues and chairman Debbie Simmons (original founder of The Big Kick) which opened its doors in early April 2013.

Nature Valley launched in the UK in 2006 and has seen an upturn in fortunes since becoming the official supplier of cereal bars to London 2012.

Incahoots will now work with the brand to coordinate below-the-line campaign activity.