History Will Be Kind (HWBK) has announced it has been named as the retained communications agency for Nestlé’s confectionery portfolio that includes Allen’s and KitKat.

Part of the Deepend Group, HWBK will work as an extension of Nestlé’s brand teams following successful campaigns in the second half of 2017, including the launch of Allen’s Frog Family leveraging the return of the beloved Green Frog.

HWBK will be tasked with reigniting and harnessing the love for a raft of iconic brands, delivering creative campaigns, driving relevance and impact with best-in-class communications strategies, working collaboratively with the Nestlé agency village.

Nestlé’s head of marketing for confectionery, Anna Stewart, said: “KitKat and Allen’s are two of our most exciting confectionery brands, both steeped in tradition but with bold expectations for the future alongside the innovative Allen’s Lollysmiths and KitKat Chocolatory brands.

“After a fantastic end to 2017, we’re delighted to welcome HWBK on board for the coming year.”

HWBK managing partner Emma-Jane Granleese said: “KitKat and Allen’s are household names that have stirred consumer emotion for years. Our job is to continue the legacy through brand storytelling and innovation.