• by Larissa Faw , January 8, 2018

Rice's Honey has appointed Dallas-based Johnson & Sekin as its AOR following a formal review. The agency will handle everything including overseeing media buying.

There was no incumbent—it’s the first time the brand has awarded an AOR assignment.

Founded in 1924, the honey brand is seeking to raise its profile as a rising number of  consumers appear to be seeking local U.S. raw and unfiltered honey.

Initial work from the agency will launch in early 2018 with an integrated campaign that will introduce a new label design and website as well as digital advertising and social media.

The creative messaging will continue to elevate the brand's health benefits and support its advocacy on behalf of the Pollinator Awareness Through Conservation and Education (PACE) organization.