Richards/Carlberg Wins AOR Duties for Blue Bell Creameries

By Erik Oster 

Blue Bell Creameries appointed Houston-based agency Richards/Carlberg (which is part of The Richards Group network) as its agency of record following a creative review. In the role, Richards/Carlberg will be tasked with strategy and creative duties across broadcast, social media, radio, print and OOH.

“Richards/Carlberg is the right company to preserve and foster the image and mystique that make Blue Bell unique,” Blue Bell vice president of sales and marketing Ricky Dickson said in a statement. “They are the type of agency partner to help us produce creative that will continue to engage our remarkably loyal customers.”

“We’ve been fortunate to work with so many talented people over our 109-year history, and we are especially excited to be partnering with the team at Richards/Carlberg,” added Blue Bell advertising and public relations manager Joe Robertson.


The appointment follows a rough period for the Brenham, Texas-based creamery. Blue Bell Creameries was recently under criminal investigation by the U.S. Department of Justice for its link to a listeria outbreak dating back to 2010. 

Blue Bell principal and Brenham native Gayl Carlberg will lead the account, which she worked on early in her career when Blue Bell’s advertising was handled by Houston-based Metzdorf Advertising Agency.

“I won’t exaggerate—this is nothing short of a career-long goal for me,” Carlberg said. “I loved my time working on Blue Bell, and our team is ready to sink our teeth into this account to help this brand continue its phenomenal success for another century.”