Army Cadets Appoints Little Red Rooster to Handle UK Communications

Little Red Rooster has announced one of its most prolific account signings in its fourteen-year history.

The Army Cadets, the nationwide youth organisation offering a source of fun, friendship, action and adventure for 12-18 year olds, have appointed the agency to build consumer appeal and support recruitment of cadets and volunteers.

Following a competitive pitch process, Little Red Rooster has been awarded the retained PR contract and at a later stage, will be launching an ambassador initiative to help drive brand awareness on a much broader scale.

In the short term, Little Red Rooster will be working closely with the Cadets’ current ambassador, TV icon and national treasure Lorraine Kelly, who holds the prestigious title of National Honorary Colonel and has close ties to the youth group thanks to her daughter Rosie’s experience as a young Cadet.

The agency will be promoting Army Cadets to a national audience, educating the British public on the array of skills young adults can learn and develop through the organisation, such as drill, fieldcraft, music, teamwork, and leadership.

The team had clearly done their research and put a huge amount of work into their pitch; they immediately grabbed our attention and blew us away with their creativity and ideas
Charlotte Doyle

An ’always on’ press office will build a rolling programme of feature pitches and stories to drive household recognition for Army Cadets among the UK media.

Little Red Rooster will work closely with Army Cadets’ network of regional press officers and in-house communications team to develop case studies, news announcements and stories in line with the organisation’s core themes – personal development, reflection, trying something new and community – that will work towards securing significant column inches for the organisation.

Day-to-day account management will be handled by consumer account director Tabitha Grove. with support from account manager Chantelle Wilson. Oversight and senior counsel will be provided by Little Red Rooster
founder, Victoria Ruffy.

Charlotte Doyle, head of media and communications for Army Cadets said: “The team had clearly done their research and put a huge amount of work into their pitch; they immediately grabbed our attention and blew us away
with their creativity and ideas. Their level of detail and honesty when tackling our complex brief was a huge factor in our final decision.”

Little Red Rooster CEO, Victoria Ruffy said: “We’re typically known for our expertise in product PR so working with Army Cadets is something incredibly new and exciting for our talented team to sink their teeth into.

“We were so excited by Army Cadets’ brief and came to the pitch brimming with ideas as to how we could take the organisation’s communications to the next level. We have a number of amazing projects in the pipeline which we
can’t wait to share in due course but most importantly, it’s a real honour for our team to be working on an organisation of this scale which means so much, to so many people.”

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