Sanderson Farms Retains Richards

DALLAS The Richards Group has been awarded the advertising account of Sanderson Farms, the agency said.

The independent Dallas shop won the estimated $3 million business of the Laurel, Miss.-based chicken processor in a review against finalists Trumpet Advertising in New Orleans and The Zimmerman Agency of Tallahassee, Fla., sources said.

The win comes two months after competitor Pilgrim’s Pride shifted its advertising account from Richards to Interpublic Group’s Temerlin McClain of Irving, Texas. That account had been inactive for more than two years.

Sanderson Farms has not bought media since 2000, according to CMR.