TALLAHASSE, FL: Sanderson Farms, a Mississippi-based chicken processor, named The Zimmerman Agency its new AOR after a multiple-round RFP. The Zimmerman Agency, effective immediately, will handle all advertising, interactive, and public relations work, focusing on consumer and trade relations, under a budget of between $12 million and $15 million annually, according to Carrie Zimmerman, co-founder of The Zimmerman Agency.
Incumbent The Richards Group had worked with Sanderson for five years.
The Zimmerman Agency is planning an educational consumer campaign that will emphasize Sanderson's 100% natural chicken. A partnership with Sanderson's key grocery partners for a charitable promotion is also in the works but is at least six months off, Zimmerman said. The agency will also work on a redesign of Sanderson's Web site.
"There's a lot of things going on in the chicken industry with truth and labeling," Zimmerman told PRWeek. "We all look at healthier eating habits, but people don't realize that the choice they make with chicken is also important."
This account brings Zimmerman's billings to $160 million annually.