The Minimart appointed to Macmillan’s digital agency roster

The Minimart has been handed a new brief by Macmillan Cancer Support, joining the charity's roster of digital agency partners.

Having previously worked on a number of successful digital projects with Macmillan's fundraising team, the firm has been appointed to develop digital creative work to build on the charity's integrated Not Alone campaign strategy, reports The Drum.

It will aim to engage an online audience and connect on an emotional level to communicate Macmillan's message, with the ultimate goal of encouraging more donations to the organisation.

The Not Alone campaign aims to combat feelings of isolation and loneliness that many cancer sufferers experience. It was launched earlier this year with a national advertising effort devised by VCCP.

Ed Chilcott, founding creative partner at The Minimart, said: "There needs to be a movement to inspire people to be more proactive in how they give their support. Macmillan is right at the front of this movement and we're delighted to be working with them again."

The Minimart was founded in London in 2003 and has amassed a list of clients that includes several health-related brands and organisations, including Sudocrem, GlaxoSmithKline and the British Red Cross.