The Cheshire-based agency has won the contract to deliver the Halfords National Conference next month.
Fresh Group has also secured a deal to revamp Halfords Learning and Development communications materials, including creating design templates for training materials, newsletters and videos.
Halfords people director Jonathan Crookall said: "We've been really impressed by the creativity of the Fresh team and are enjoying working with them on these two important projects, which support our drive to deliver continuous improvement in customer service at Halfords."
The Halfords National Conference is a one-day event, being held on 20 March at Millbrook Venues in Bedfordshire, and the project lead will be account director Laura Taylor, who will work with a team of four, including senior account manager Philippa Cassidy and account manager Becky Lally.
The event will bring together 550 Halfords store managers and senior management for a full-day conference, followed by an awards ceremony and evening entertainment.
Fresh Group is managing all aspects of the event and the agency's chief executive, Julie Besbrode, said: "We are delighted to be able to start 2013 on a high and announce our partnership with Halfords.
"This will be a truly joined-up contract for the team. We will draw on every division to deliver both the National Conference and the new Learning and Development identity."