Porter Novelli hired by Wrigley for oral health campaign

Porter Novelli has won a contract with consumer products brand Wrigley to promote the oral health advantages of its Extra chewing gum brand.

The Mars-owned company has handed Porter Novelli a consumer PR brief to bring Extra's marketing in line with its Eat Drink Chew campaign, which highlights the health benefits of chewing after eating, reports PRWeek.

Advertising aimed at all age groups will be created by the agency after it won a four-way pitch for the contract, with the project set to last two to three months and focus its activity around World Oral Health Day.

Katie Codd, Extra brand manager at Wrigley, said: "The brief complements our current marketing activity and supports the promotion of the oral care benefits of sugar-free gum and Extra's Eat Drink Chew message."

The media agency also represents a number of other consumer-focused companies, including Procter and Gamble, Gillette, Braun, Kraft and Warburtons.