LONDON — Independent creative agency Who Wot Why scored the lead creative partnership for Hartley’s, the jam and marmalade brand dating back to 1871. The appointment builds on the agency’s prior collaboration with Hain Celestial, Hartley’s parent company, including past projects for Ella’s Kitchen, which Hain bought in 2012.

Hartley’s products reach U.S. consumers through online platforms like Amazon. Agency executives described the win as a natural extension of their relationship with Hain. No formal pitch process took place.

Who Wot Why takes on strategy and creative duties. The team plans to craft a fresh brand platform. That effort aims to update the heritage label and forge stronger emotional ties with shoppers. Debut campaigns roll out in August across TV and out-of-home advertising.

Sean Thompson, Who Wot Why’s chief creative officer, called Hartley’s an iconic name. “It conjures up so many memories in people’s lives,” he said. “We’re all about challenging and provoking with results-driven creativity. 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.”

The agency brings a diverse client roster to the table. Recent work spans The Tofoo Company, Rude Health, Spotify and Popeyes Louisiana Kitchen. Those partnerships highlight Who Wot Why’s track record in food, health and entertainment sectors.

Hain Celestial officials did not immediately respond to requests for additional comment on the appointment. The move signals fresh momentum for Hartley’s amid efforts to refresh its market position. Jam category sales have faced headwinds from shifting consumer tastes toward low-sugar and artisanal options.

Industry watchers see potential in the pairing. Who Wot Why’s provocative style could inject new energy into a product long associated with British breakfast tables. Early campaigns will test that approach in key markets.

Hartley’s traces its roots to entrepreneur Walter Hartley, who launched the business in Yorkshire. The brand expanded steadily over decades, cementing its status as a pantry essential. Hain Celestial’s 2012 acquisition of Ella’s Kitchen marked an entry into child-focused nutrition, paving the way for deeper ties with creative partners like Who Wot Why.

Details on the August launch remain under wraps. Expect bold visuals and messaging designed to evoke nostalgia while appealing to modern families. TV spots will air alongside billboards and digital outposts, according to agency sources.

This appointment highlights a trend among heritage food brands seeking agile independents over traditional holding company shops. Who Wot Why positions itself as a disruptor, blending cultural insight with measurable outcomes. Hartley’s gains a partner primed to elevate its profile at a key moment.