The agency, which launched in April, has been briefed to implement a trade and consumer PR plan to support the Weight Watchers portfolio, increase awareness and launch a calendar of new products.

The team has devised a multi-tiered media approach and plans to target nine defined groups, ranging from money savers to younger, celebrity/gossip-loving consumers.

Popcorn account director Sara Howard will lead the account, supported by account manager Jess Williams and account executive Truly O’Sullivan. The team will report to David Guest, marketing and commercial manager at Walkers.

Since launch Popcorn's client portfolio has grown to include drinks brand BerryWhite, Gymbox and Defected Records, the Henley Literary Festival, Fitness6 and www.kitchencut.co.uk.