The agency, which rebranded from SLAM PR last week, has been briefed to support the company’s growth plans by positioning it as "London’s number one choice for stylish, handcrafted cupcakes".

Activity will include media relations, content creation for social media channels and targeted sampling events.

SLAM PR did the PR for LOLA's Cupcakes throughout 2009 and 2010 and there was a temporary pause while the company expanded and changed owners at the end of 2011. LOLA's was originally founded in 2007 by Victoria Jossel and Romy Lewis but entrepreneur and baker Asher Budwig took over the business in December 2011.

The account will be led by senior account director Natalie Tesoriero and the team will report to Asher.

Asher said: "SLAM PR delivered outstanding results for LOLA’s when the brand launched, quickly helping to secure its position as the UK’s number one cupcake brand through strategically placed media coverage and high-profile sampling events. As we take our business into a new and exciting phase, we are excited to have DeVries SLAM back on board."

Helena Bloomer, MD of DeVries SLAM, said: "We are thrilled to be reunited with LOLA’s Cupcakes at this exciting time in the brand's evolution. The cupcake category has expanded rapidly over the past few years and while competition is rife, I have no doubt that DeVries SLAM will deliver best-in-class results for LOLA’s - in terms of the brand’s communications, and ultimately its bottom line."