MINNEAPOLIS — Butterball tapped Carmichael Lynch to handle its media planning and buying, creative responsibilities, and social media efforts, company officials announced. The decision caps a review process led by agency search consultancy Harmonium.

The incumbent agency could not be identified right away. Carmichael Lynch joined Omnicom’s roster last year after the holding company’s acquisition of IPG.

Kyle Lock, Butterball’s vice president of retail marketing, praised the agency’s approach. “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,” Lock said. “Carmichael Lynch delivered the spot-on strategy and creative thinking that we were looking for.”

Butterball plans to emphasize its brand purpose — “helping people pass love on” — through year-round activations. Executives stressed the need to extend the brand’s holiday-season fame into everyday consumer touchpoints.

The turkey producer, known for its Thanksgiving turkeys and helpful hotline, seeks fresh ways to engage shoppers beyond November. Recent marketing pushes have highlighted recipes, meal ideas, and family gatherings to sustain loyalty.

Carmichael Lynch, based in Minneapolis, brings experience with food brands and consumer goods. Its portfolio includes work for Subaru, Harley-Davidson, and Coca-Cola, blending data-driven media with bold creative campaigns.

The review process drew interest from multiple shops, according to sources familiar with the pitch. Harmonium guided Butterball through credentials presentations, strategic workshops, and final chemistry meetings over several months.

This shift comes as Butterball invests in digital and social channels to reach younger demographics. Social media will play a bigger role in promoting products like ground turkey, bacon, and ready-to-cook items.

Lock noted the agency’s ability to integrate media buys with storytelling. Butterball aims to boost retail presence at chains like Walmart, Kroger, and Publix, where it holds strong market share.

Industry watchers see the appointment as a sign of consolidation in agency assignments. Food brands increasingly consolidate creative, media, and social under one roof to streamline messaging and cut costs.

Butterball, owned by a consortium including Carroll Foods and others, produces about 1 billion pounds of turkey annually. The brand commands premium pricing thanks to its tender, self-basting birds.

Carmichael Lynch executives did not immediately respond to requests for comment. The partnership launches amid a competitive turkey market, with rivals like Jennie-O and Perdue vying for shelf space.