Surcare appoints agency behind Oven Pride relaunch to lead PR and social

New appointment marks the next step in Surcare’s evolution as a trusted brand for sensitive skin

Surcare, the trusted sensitive-skin laundry brand, has appointed Quince to lead its public relations and social media efforts. The move follows Quince's ongoing work with fellow McBride-owned brand, Oven Pride, and reflects McBride’s continued investment in building distinctive, emotionally resonant consumer brands.

Quince will be tasked with relaunching Surcare with a fresh brand positioning, a new ambassador, and the most significant investment McBride has made in the brand in over a decade - marking the start of an exciting new chapter for the trusted sensitive-skin favourite.

For over 30 years, Surcare has delivered effective, skin-kind cleaning solutions with a unique promise: 0% fragrances, enzymes, acids, and dyes. With every product carrying the Allergy UK Seal of Approval, Surcare has earned the trust of families across the UK by offering powerful cleaning performance that’s safe for even the most sensitive skin.

This new partnership marks a key step in Surcare’s wider brand evolution, which will be overseen by Pavan Chandra, a seasoned FMCG marketer with a track record of building meaningful consumer brands. Quince joins Surcare’s marketing team at a pivotal time, as the brand looks to reaffirm its relevance in a crowded, values-driven marketplace.

This appointment deepens Quince’s relationship with McBride, which owns both Surcare and Oven Pride, signalling the group’s confidence in the agency’s ability to support multiple brands within its portfolio.

Quince Creative Communications, founded by Charlotte Dovey, brings together a collective of specialists in PR, social media, design, and digital content. With a belief in purpose-led storytelling and strategic creativity, Quince has built a strong reputation for delivering authentic, results-focused campaigns.

“We’re delighted to be working with Surcare, a brand that truly stands for something” said Charlotte Dovey. “As more people seek out products that are both effective and trustworthy, Surcare is perfectly positioned to lead the conversation. We’re excited to bring fresh energy and creative direction to a brand that’s made care one of its core values.”

The campaign will focus on driving awareness, engagement and brand advocacy through a fully integrated strategy. This will include proactive PR campaigns that share Surcare’s story through seasonal campaigns and culturally relevant moments, alongside a reactive press office that ensures the brand remains part of media conversations around skin health and safe home care.

Quince will also lead influencer and community engagement to build emotional connection with families and those with sensitive skin, and deliver a creative, consistent social media strategy designed to deepen trust and drive conversation.

Pavan Chandra, who leads marketing strategy for Surcare and other McBride-owned brands, commented on the appointment:“Surcare has always stood apart by putting people first - especially those who need that extra level of care. With Quince’s creative expertise and shared belief in authenticity, we’re excited to develop campaigns that remind people why Surcare continues to be the brand they can rely on.”

With this appointment, Surcare joins Quince’s expanding FMCG client roster, which includes Medichecks, the UK’s leading direct-to-consumer health testing brand, as well as Peperami and Jack Link’s - two of the country’s most recognisable meat snack brands - further reinforcing the agency’s reputation for bold, insight-led campaigns across the consumer goods sector.