The Martin Agency was assigned the advertising of Wampler Foods, a subsidiary of WLR Foods in Broadway, Va., after a quiet review of undisclosed shops.
The account had been with The Weightman Group in Philadelphia. An official with that agency said the business billed about $2 million annually, but referred questions about the split to the client.
Ruth Mack, executive vice president of sales and marketing at Wampler, could not be reached at press time.
Martin executive vice president Brad Armstrong said Wampler officials told him they had spoken to several agencies about "strategic thinking and capabilities." The client did not disclose other contenders.
"We've been talking to Wampler for years, sending them materials," Armstong said. "They have been going through some changes and making very aggressive plans. It was the right time for a partnership."
Armstrong said the budget has not been finalized. The Richmond, Va., agency's first campaign will break this fall. Besides building brand equity, Armstrong said it would center on selling the client's products as a way to eat better.
In fiscal 1998, Wamp-ler produced 535 million pounds of dressed turkey and 644 million pounds of dressed chicken. It has contracts with approximately 950 poultry producers in North Carolina, Virginia, West Virginia and Pennsylvania.
"We have partnered with The Martin Agency because of their strategic insight and their outstanding creative reputation," Mack said in a statement. "We feel [Martin] will accelerate our efforts in building the brand equity of Wampler Foods."