ATLANTA: The United Egg Producers, a trade group, has hired Golin/Harris International as its agency of record.
Golin plans to run the account out of its Atlanta office, but also will draw on staffers from New York, Washington, DC, and other offices as needed, said Mitch Head, an MD based in Atlanta. Initially, six staffers are set to work on the account.
While the egg producers wouldn't comment on spending plans, Head said the account will be among the four largest for Golin's Atlanta office.
Golin will promote the egg producers' Animal Care Certified program, an effort aimed at telling food retailers, foodservice operators, and food manufacturers that egg producers give chickens humane treatment. The producers who earn the Animal Care Certified seal must submit to an inspection by independent auditors.
Golin also will promote egg consumption, which has been up as eggs have benefited from the high-protein diet craze. Eggs also have benefited from reports that the lutein in them can help slow the progress of macular degeneration, which is a growing problem for seniors that can often lead to damaged vision.
"It's a good time for the industry to be undertaking this initiative," Head said.
The United Egg Producers spoke with five firms starting last November before selecting Golin. Edelman and several smaller firms competed for the business. The association represents more than 90% of all egg producers in the US, according to its website.