The agency has been briefed to drive awareness of Eat 17 Bacon with an integrated trade, consumer and social media PR campaign.

James Brundle, co-director and step-brother of Eat 17 Bacon founder Chris O'Connor, said: "It started as onion jam, on our burger and topped with a rasher of really good bacon. Then Chris combined all the ingredients, and some extras into one jam and it was a huge hit. Customers began to ask Chris if he could jar some so they could take it home – he made enough for 100 jars and put them in the shop. Within two days it had completely sold out."

EntrePR founder Gemma Massey said: "Eat 17 Bacon Jam is the most popular thing to come out of East London's Walthamstow since 90s pop band East 17.

"It's certainly the most original product I have ever worked with and one of the tastiest! The PR campaign has been designed to drive awareness and encourage trial."

Sex and the City's Sarah Jessica Parker became a fan after trying Eat 17 Bacon Jam on ITV's Jonathan Ross Show earlier this year.