(MENAFN- PRovoke) LONDON - Aduro Communications has been appointed by the UK's leading and largest nursery provider, Busy Bees Nurseries, as its PR and social agency, after a competitive pitch.

Busy Bees was founded in 1983 and now has more than 380 nurseries across the UK and Ireland providing childcare and early years education.

As part of the six-figure account, Aduro will act as an extension of the Busy Bees in-house team with an integrated PR and social programme to“build emotional connections” for the brand and drive enrolments by parents.

The account joins Aduro's portfolio of family and purpose-led brands. The agency's recent wins also include joining the Heineken roster, working on a PR programme for the Amarula Cream Liqueur brand.

Busy Bees head of brand Jess Roberts said: "We were really impressed by Aduro's fresh ideas, their deep understanding of the industry, and the strong press connections they have built through their work with other child-focused brands. They nailed the brief in terms of connecting PR and social, and we genuinely enjoyed both the pitch and all the conversations we've had with the team.”

Agency founder and MD Natalie Luke added:“Busy Bees is a respected and much-loved business with a powerful purpose. We're proud to be supporting them as they continue to make a positive impact on children and families across the UK. It is a fantastic win for us and we're buzzing to get started!”

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