The UK trade body for pasty manufacturers is seeking heavyweight PR support following the negative news coverage since the VAT changes announced in the recent budget.  It is thought that the Association of Pasty Retailers, Importers and Licencees (APRIL) has already drawn up a shortlist, comprising Finsbury, Edelman and incumbent Stultus PR.

APRIL's head of comms, Howard Franks , feels the crisis was caused much less from the budget, than the subsequent events of the following week. "In all honesty, the recent VAT changes weren't really a problem for us", said Franks "The issues we face have been caused by a number of unsavoury characters seeking association with our savoury brands. It was bad enough when the prime minister tried to remember the last time he'd eaten a pasty, but we knew things had come to a head when we then saw ordinary customers hounded out of their local bakers by the arrival of the entire shadow cabinet."

Plymouth-based Stultus PR were reported to feel confident at being retained "We helped them with the big Cornwall vs Devon debate, so do feel we should be retained", said a spokesman, "However this crisis isn't about taxes or ambient temperatures. As the government seeks to reposition the banking sector, its looking to create a new toxic brand, and it's settled on pasties".