SOURCE: Young & Rubicam
NEW YORK, NY–(Marketwire – November 22, 2010) – Jane Barratt, President of Young & Rubicam New York, announced today its partnership with Butterball, LLC as Agency of Record (AOR) for Butterball’s branded line of products. The win followed a competitive review with Young & Rubicam and two other agencies. As AOR, the scope of work will consist of strategy, creative, digital and retail initiatives. Butterball is the largest vertically integrated turkey producer in the United States and accounts for 20 percent of total turkey production in this country.
“We are thrilled to partner with the iconic Butterball brand,” said Barratt. “We believe there’s a real opportunity to leverage Butterball’s Thanksgiving heritage throughout the year and to bring the delicious Butterball range of products to everyone from teens to grandparents. We’re eager to get cooking.”
As the most recognized name in turkey, the Butterball brand represents more than 50 years of cherished memories with consumers globally. Its retail, deli and foodservice products are distributed throughout the United States and in more than 20 countries worldwide. The tradition of providing top-quality, great-tasting products that make meals something to celebrate every day has made Butterball an American favorite. The Butterball Turkey Talk Line® opened in 1981 and handled more than 10,000 consumer calls that year. Today, the line receives more than 100,000 callers during the Thanksgiving season.
“We were impressed with Young & Rubicam’s understanding of the brand and competitive landscape,” said Bill Klump, SVP Marketing at Butterball. “Creative and strategy were seamless and standout. We look forward to a long and successful partnership.”
To celebrate the new partnership, Y&R will be working with several family support services through the holidays to bring the goodness of Butterball to families in need.
About Young & Rubicam
Young & Rubicam is one of the world’s leading marketing communications companies. Founded in 1923, Young & Rubicam was the first agency to be founded by a creative, Raymond Rubicam. Today, run by Global CEO Hamish McLennan and Global CCO Tony Granger, the agency’s work spans the communications spectrum, including digital, viral, social and experiential marketing, to build brands that are irresistible to consumers.
Young & Rubicam has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global corporations, including Accenture, Bacardi, Campbell’s Soup Company, Colgate-Palmolive, Danone, Dr Pepper Snapple Group, Land Rover, LG, Xerox and Virgin Atlantic, to name a few. For more information, visit http://yr.com.