Butterball has named Young & Rubicam New York its agency of record. The relationship took effect last week and was announced November 22.
Y&R will handle strategy, creative, digital and retail duties for the brand.
“Key retail partners that Butterball works with that do FSIs and direct mail pieces based on new product announcements, product innovations and special offers,” said Jane Barratt, president, Y&R NY.
Though she could not divulge much strategy given the nascence of the relationship, Barratt said Butterball’s Turkey Talk-Line, which the company said receives 100,000 calls during the Thanksgiving season, offers “huge opportunity in the digital space to leverage Butterball’s leadership position around Thanksgiving.”
Y&R’s team for the account consists of both digital and retail leaders from within the agency’s network.
