The failed high street chain brings in Hill & Knowlton to help with its reincarnation as an online retailer.
Shop Direct Group, which bought the Woolworths brand in February after the chain went into administration, has hired two PR agencies - Golden Goose PR and Hill & Knowlton - to help with next month's launch of Woolworths as an online-only retailer.

Hill & Knowlton, who also has an account with B&Q's parent company Kingfisher, will develop a CSR initiative, while Golden Goose handles consumer work around the launch.

Shop Direct Group's head of Communications told PR Week that both agencies had been handed project briefs. The group currently retains Brunswick - another of Kingfisher's PR agencies - for corporate and trade PR.

In the lead up to the launch, Shop Direct set up a Woolworths site at www.woolworths.co.uk featuring a blog, Twitter and Facebook page. An interactive Easter page was also set up to keep consumers engaged with the brand.