29 May 2020  

World High Life PLC

 ("World High Life" or the "Company")

Love Hemp appoints UK brand & creative consultancy, Propaganda, to support growth

World High Life Plc (AQSE: LIFE) (OTCQB: WRHLF) is pleased to announce that its wholly owned subsidiary, Love Hemp Ltd ("Love Hemp"), has appointed Brand & Creative Consultancy, Propaganda, as its marketing agency of record.

Love Hemp was established in 2015 after two London entrepreneurs, Tony Calamita and Thomas Rowland, spotted a gap in the market for a high quality and innovative CBD brand. It has now grown to provide over 40 products and 1,200 listings.  

As part of the scope of work previously referenced, Propaganda is supporting Love Hemp in developing a brand strategy to position the business for sustainable growth, in what the Board believes is a rapidly expanding and increasingly cluttered market. Propaganda has conducted a review of the brand and market needs through its rigorous Brand Discovery^TM process and defined a specific brand proposition that will shape the future of Love Hemp.

The Board believes that this partnership is incredibly important given that, in the weeks since the World Health Organisation declared the COVID-19 outbreak a global pandemic, the retail space has completely evolved. Both brands and retailers have had to adapt to government restrictions which has resulted in a significant shift in consumer shopping behaviours. Overall, Propaganda has worked with Love Hemp to develop a twofold plan encompassing growing Love Hemp's digital estate while government restrictions are in place, to support the growth that has already occurred, along with a long term growth plan to be implemented when the retail climate is right.

Tony Calamita, CEO, Love Hemp says: "The CBD sector is developing at a tremendous pace. Right from the start our goal was to be a disrupter in the industry and create a leading range of trusted CBD products. We believe that Propaganda, and their ability to challenge, will support us in driving our brand to the next level."

Julian Horberry, Planning Director at Propaganda adds: "We're excited to be working with Love Hemp to create a leading brand of distinction. Given the challenging business circumstances, Love Hemp's shift to the expansion of their e-commerce offering has enabled them to continue to engage with their customers whilst continuing to innovate and respond to evolving consumer demands. We intend to fully harness the incredible ambition and backing of this client to disrupt the market and capitalise on the opportunity for growth."

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For more information on World High Life please visit:      www.worldhighlife.uk

Market Abuse Regulation (MAR) Disclosure

The information contained within this announcement is deemed by the Company to constitute inside information as stipulated under the Market Abuse Regulation (EU) No. 596/2014. Upon the publication of this announcement via a Regulatory Information Service, this inside information is now considered to be in the public domain.

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