MONROE, NH: Farming company Pete & Gerry's Organic Eggs has selected Cohn & Wolfe as its PR AOR following an RFP.
The agency search initially included seven agencies, and the final three firms were RAS Associates, 451 Marketing, and C&W, said Karl Johnson, marketing director at Pete & Gerry's.
He declined to name the company's incumbent agency, but said Pete & Gerry's launched the review because it was “not pleased with the results” from the firm.
He added that C&W's main responsibility will be to increase national and regional awareness of the company's eggs among consumers and the media.
“We started out producing and marketing our eggs just in New England, and now we market eggs on the whole East Coast,” he explained, “We just opened our first account on the West Coast, so we wanted a firm that had the horsepower and the offices around the country, so we could not only get the national coverage that we want but also be able to get regional coverage as we get in new market areas.”
In addition to reaching out to national press outlets, C&W will help Pete & Gerry's partner with “high-profile chefs” to get them to use the company's eggs in their products and “create some buzz” among consumers, said Johnson.
The agency will also promote the farm's brown and blue “heirloom eggs,” which are exclusive products, he said.
The firm will also offer support and guidance to Pete & Gerry social media manager Sandra Laflamme, who handles the company Facebook and Twitter accounts, added Johnson. Laflamme manages a corporate blog and a food and fitness blog, and C&W will build a blogging community around food, fitness, and sustainability for Pete & Gerry's to get consumers and influencers talking online.