British food and lifestyle brand Fortnum & Mason has appointed MSL Hong Kong as its PR agency of record to drive creative communications strategy in the city.

The appointment of MSL is the first time that Fortnum & Mason has partnered with Publicis Groupe in Hong Kong. In light of the brand’s 315th anniversary, the brand is looking to inject new inspiration and creativity into the brand, extending its long history of success into Hong Kong as part of its Asia Pacific growth strategy.

“Fortnum & Mason has a unique brand story, rich heritage and legacy. We are thrilled to partner with this iconic British brand. The MSL team is very excited about the possibilities we can create together to further elevate the brand experiences at the flagship store and beyond across the year," said Miuson Chi, general manager of MSL Hong Kong.

Founded in London in 1707 after Queen Anne gave her footman William Fortnum permission to sell discarded candles from St James’s Palace, Fortnum & Mason has enjoyed a close relationship with the British Royal household ever since.

Currently, the brand is operating its only foreign store in Hong Kong, “This is an exciting development for Fortnum’s in Hong Kong as we celebrate our 315th anniversary this year. We chose to partner with MSL for their creativity, local consumer insights and integrated communications approach," said Carmen Chiu, regional managing director for Asia Pacific at Fortnum & Mason.

"We trust the relationship will yield greater connection and engagement with our customers and share more of our incredible brand stories and heritage as we continue to build this iconic brand," she added.

In addition to the store in Hong Kong, the brand operates a total of five stores in the UK with all of them in London.

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