Temerlin Wins Pilgrim’s Pride Account

Temerlin McClain has been awarded the advertising account of Pilgrim’s Pride.

The account, which has been inactive for over two years, shifted from Dallas-based The Richards Group without a formal review, according to client vice president of marketing Dan Emery. He said a mutual acquaintance brought him together with the Irving, Texas, agency, and that he was impressed by the shop’s creative team.

The agency change comes as the Pittsburg, Texas-based chicken and turkey company prepares to launch an aggressive retail effort. “We’ve really spent a lot of time building up the food-service segment of our business and as a company we grow 12-15 percent a year,” Emery said. “If we want to grow at the same rate we need to get more serious on the retail side.”

IPG’s Temerlin will handle retail advertising for Pilgrim’s lines, which are sold under the Pilgrim’s Pride and Wampler Foods labels. Pilgrim acquired its turkey line when it bought WLR Foods in January. “We’re in the [turkey] business now and we’re really to make some noise,” Emery said. Billings for the retail effort have not been determined, he said.

Temerlin’s first campaign for the client will break at the end of the first quarter and will target customers in he Southwest, East and West, Emery said.

The Food Group of New York will continue to handle Pilgrim’s business-to-business efforts.

Agency chief operating officer Mark Denesuk said his agency plans to seize on the idea of poultry becoming an increasingly important source of protein as an aging population chooses chicken over beef for health reasons. “These sort of demographic trends are important for the category,” he said.