Independent creative agency and production house Who Wot Why has been appointed as lead creative partner for heritage jam brand Hartley’s, widening its existing partnership with parent company Hain Celestial.
The agency will be responsible for strategy, creative and production, as well as developing a new brand platform designed to give Hartley’s renewed standout and appeal with modern audiences, while reinvigorating the iconic masterbrand.
Who Wot Why will lead the creative development of the fully integrated platform, expected to launch in August 2026. The work will span TV and OOH and is intended to provide an enduring creative platform for the brand.
The agency was appointed without a pitch, building on its existing relationship with Hain Celestial following its work on Ella’s Kitchen.
Who Wot Why’s brief is to “wake the sleeping giant” that is Hartley’s through taking the business from a much-loved brand with a strong heritage to a brand that emotionally resonates with consumers.
Given Who Wot Why’s track record in helping brands show up in culture more meaningfully and its work on Ella’s, the decision was driven by confidence in the agency’s ability to guide the brand into its next phase.
Founded in 1871 by Sir William “Pickles” Hartley, Hartley’s is one of the UK’s most established food brands. Who Wot Why’s FMCG experience includes work for The Tofoo Company, Popeyes Louisiana Kitchen, Rude Health and Ella’s Kitchen.
Catherine Hicks, Marketing & Strategy Director at Hain Celestial, said:
“We’re really excited to be partnering with Who Wot Why on this important next chapter for our much loved brand, Hartley’s. We can’t wait to get started on the journey ahead and see the creative come to life in the market.”
Sean Thompson, Co-Founder and Chief Creative Officer at Who Wot Why, added:
“Hartley’s is an iconic brand, it conjures up so many memories in people’s lives. We’re all about challenging and provoking with results-driven creativity and we want to shake up the category, wake up the consumers and put Hartley’s, back where it deserves to be, at the he
