Who Wot Why lands Hartley’s account

Who Wot Why has been appointed lead creative partner for Hartley’s, expanding its relationship with parent company Hain Celestial.

The agency will oversee strategy, creative and production, and develop a brand platform aimed at strengthening Hartley’s relevance with contemporary audiences while reinforcing the masterbrand.

Integrated platform set for 2026 launch

Who Wot Why will lead the development of a fully integrated platform scheduled to launch in August 2026. The campaign will span TV and out-of-home and is designed to provide a long-term creative direction for the brand.

The appointment was made without a pitch, building on the agency’s existing partnership with Hain Celestial, including work for Ella’s Kitchen.

Building cultural relevance

Founded in 1871 by Sir William Hartley, Hartley’s remains one of the UK’s established food brands. Who Wot Why’s brief is to reposition the brand in ways that deepen emotional connection and cultural presence.

The agency’s FMCG portfolio includes assignments for The Tofoo Company, Popeyes Louisiana Kitchen and Rude Health.

Catherine Hicks, Marketing & Strategy Director, Hain Celestial: "We’re really excited to be partnering with Who Wot Why on this important next chapter for our much loved brand, Hartley’s. We can’t wait to get started on the journey ahead and see the creative come to life in the market."

Sean Thompson, Co-Founder and Chief Creative Officer, Who Wot Why: "Hartley’s is an iconic brand, it conjures up so many memories in people’s lives. We’re all about challenging and provoking with results-driven creativity and we want to shake up the category, wake up the consumers and put Hartley’s, back where it deserves to be, at the heart of culture."

www.whowotwhy.com

www.hain.com

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