Pete and Gerry’s Organics Names Figliulo & Partners its Creative Agency

By Erik Oster 

New Hampshire-based cage-free egg company Pete and Gerry’s Organics appointed Figliulo & Partners as its creative agency. It also appointed SwellShark, which it previously worked with on a project late last year, as its media agency.

Pete and Gerry’s sells eggs from family farms under the Pete and Gerry’s Organics and Nellie’s (which is not certified organic) brands. Both saw sales increases last year, with Pete and Gerry’s jumping 50 percent while Nellie’s rose 90 percent, but the cage-free egg market is a crowded, growing one. The company has ramped up its marketing in recent years as it seeks to expand and the new appointments seem to indicate they will continue to do so. Pete and Gerry’s had previously worked with Taxi on creative and Women’s Marketing on media.

“We need to really make an emotional connection with consumers in a category that is really changing right now and really cluttered,” Pete and Gerry’s CEO Jesse Laflamme told AdAge. “What we do, our production methods and the ethics and mission of the company is very, very different from what the sort of commoditized, cage-free eggs are and will ultimately be.”

“We don’t have to dig deep to find the story, we just have to tell the story that’s right in front of us,” added Figliulo & Partners founder and CEO Mark Figliulo