PARSIPPANY, NJ: Eggland's Best named Coyne PR its AOR, following a review that included four-year incumbent Weber Shandwick, confirmed CEO Charles Lanktree.
The company launched the “low-key review” this past October, involving Weber Shandwick, a couple of undisclosed agencies, and Coyne, which Lanktree said his team got to know via a program it had worked on with a Coyne client.
He said that for the past 14 years - even during the egg recall in August - sales have increased at an average of 14%.
“We want to continue to grow sales and inform people about Eggland's Best,” he said. “We thought, how can we continue to maximize [the story] and to look at refreshing things?”
He added that in July, the company brought on David Allen as its new director of marketing.
“I've hired a team and they felt that as we moved ahead, this might be a better alternative,” he said. “I look forward to Coyne proving itself.”
The agency will work with the in-house team on all aspects of PR and social media to communicate a message about the product's taste and nutritional benefits. Current activities include working with registered dietitians, creating and participating in editor events, identifying spokespeople, and conducting various traditional and social media activities.
It is also currently developing a plan to raise awareness of the brand's ongoing support of Susan G. Komen for the Cure.
“We're very excited to work with Eggland's Best,” said Coyne CEO Tom Coyne. “We think it really is a cornerstone of our food and nutritional work to show that we can help tell [consumers about] both the taste and scientific benefits of the brand.”
Weber Shandwick declined to comment.