In addition, Butter Knife PR have been assigned to provide strategic PR support for the renowned Australian retail giant’s new store launches across South Africa and to assist in educating local consumers on the various brands.

"Butter Knife PR showed clear insight and initiative when conceptualising a PR strategy to best leverage our South African brand plans, identifying proactive and reactive creative tactics for each of the Cotton On brands. We are very excited about the new partnership and look forward to having Butter Knife PR assist in growing the brands local positioning," comments Jeff Clements, marketing manager RSA.

Butter Knife PR was formed in March 2013 and has since secured clients such as Glenfiddich, Grant’s, Hendrick’s Gin, iFix, Nelson Glass and Mirrors, and The Balvenie.

Butter Knife PR director, Marisa Logan, comments, "The team feel incredibly honoured to be awarded the Cotton On account, as each of us are very big admirerers of the brands and feel that we truly resonate with the fun, youthful and trendy Australian retailer.”

Since opening their first store in 1991, in Australia, the Cotton On Group has well over 1100 stores in more than 16 countries and continues to reach more people across the globe. Cotton On Group has successfully launched various exciting brands, those in South Africa include Cotton On, Cotton On Kids, Cotton On Body and Rubi Shoes. In addition to their apparel brands, Cotton On Group created Typo, a brand delivering all things fun and creative from quirky stationary to unique decor products.

For more information on Butter Knife PR, email [email protected]. Alternatively, follow them on @Butter_KnifePR on Twitter or visit the Facebook page .

For more information on Cotton On brands, visit or phone 011 238 3700.