The Butterball turkey company has named Carmichael Lynch its new agency of record for media planning and buying, creative, and social media. The appointment is effective immediately, and the incumbent could not be immediately determined. Carmichael Lynch was acquired by Omnicom when it bought IPG last year.   

The selection follows a review managed by agency search consultancy Harmonium.   

The agency will amplify the brand’s leadership position as top turkey seller during the holiday season and promote other products in the company’s portfolio including ground turkey, turkey bacon, and sausages.    

“In our search for a new partner, we were looking for an agency that could help us build on our incredible brand equity and translate it for today’s consumer,” said Kyle Lock, vice president- retail marketing at Butterball. “Carmichael Lynch delivered the spot-on strategy and creative thinking that we were looking for.”   

The company said a key focus will be “activating Butterball’s brand purpose—helping people pass love on—in ways that resonate year-round.”  

Media spending was not disclosed.