Cow and ZPR appointed by Superdrug for PR work

Cow and ZPR have been hired by the consumer healthcare chain Superdrug following a review of its comms requirements.

The health, beauty and pharmacy retailer – which marks its 50th anniversary in 2014 – has created a new PR structure, having worked solely with ZPR on its marketing activities since 2006.

ZPR has been retained to handle all of the company's corporate and consumer beauty PR activities, while Cow will be tasked with revamping its healthcare and pharmacy offering, with the aim of improving its credibility in this market.

Superdrug has more than 900 stores in the UK and Ireland and the firm is seeking to achieve further growth as it moves past the half-century milestone next year.

Matt Walburn, Superdrug's marketing director, said: "The new appointment of Cow to give us a bigger voice in health reflects the importance we are placing on this area of growth for the business."

The company is the second-largest beauty and health retailer in the UK and has been part of the AS Watson group since October 2002.