Gearon Hoffman to Roll Out Ads For Davidson’s Pasteurized Eggs

Following a review, Davidson Shell Egg Corp. in Laconia, N.H., has selected Gearon Hoffman to promote its new pasteurized eggs, sources said.
Ingalls Advertising in Boston was among the shops to meet with the client, sources said.
Davidson has worked for the better part of a decade on developing a pasteurization process designed to eliminate harmful bacteria from eggs while still in their shells.
The company has gained approval from the Federal Drug Administration and plans to launch branded pasteurized eggs in 1998, sources said.
The Boston agency will fashion a multimedia campaign that includes TV spots promoting the eggs to consumers, sources said.
Marketing chores will also include a trade component in an attempt to sell the pasteurization process to other producers of eggs, sources said.
“It’s like Nutrasweet. You can buy it in packets, but it’s used in other [products],” one source said.
Agency president Bob Hoffman and Davidson official Richard Nason both declined comment.
The account is believed to bill in the low- to mid-seven-figure range.