The role of the Soho-based agency is to reposition the brand, update store designs and develop promotional campaigns to support the pasta company’s 60 stores nationwide.

The agency will begin an outdoor advertising campaign, with test sites in London stations from August, with other channels in discussion for the next 12 months.

Shelagh Smale, WPCCo’s Director of Brand and Marketing, said, “Baby Grand has the experience, skills and enthusiasm to help us achieve our goals.

Baby Grand took on Torch by Design, The Collaborators, Tait and JHP to win the account, which Smale said hoped to be a long-term relationship of at least a year.

WCPCo has previously worked with the Holman Group agency.

The baking company is currently enjoying a renaissance, having replaced its management team to include chairman Stuart Rose – a former chairman of Agent Provocateur – and chief executive Steve Gipson.

Jon Nadler, Baby Grand Partner, said: “We are delighted to be working with The West Cornwall Pasty Co. It is a beloved brand that should have an even bigger audience. With the changes they have made to their business, and a belief that good communication can help move their business forward, we are eager to get started. “