Carmichael Lynch, Minneapolis Follow Update

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Carmichael Lynch named agency of record for Merrick Pet Care Inc.

April 27, 2012

Merrick Pet Care Inc., a leader in the super premium pet food category based in Amarillo, Texas, has selected Carmichael Lynch as its agency of record. The news was announced late yesterday at an all-agency meeting, where employees' dogs sampled Merrick pet foods and treats.

“Carmichael Lynch is passionate about the Merrick brand and doing some really fun, inspiring work — like we do for so many other clients — that taps consumer passion for pets and achieves extraordinary business results,” said Doug Spong, president of Carmichael Lynch.

The agency dedicates itself to creating strong emotional bonds between iconic brands and their avid consumers, including creative work for pet lovers with such brands as Subaru of America, the Animal Humane Society and Petco.

“I was first attracted to Carmichael Lynch when I saw their Subaru ‘Dog Tested. Dog Approved.’ campaign," said Carolyn Hanigan, vice president of marketing for Merrick. "When we met their talented staff and saw their creative idea for igniting demand for the Merrick brand, it was a clear and easy choice which agency was going to be our advertising, digital, social and PR partner."

Carmichael Lynch will be doing a brand relaunch for Merrick, which offers all natural pet food products and treats with ingredients that primarily are sourced locally. The campaign is expected to debut this July.

About Merrick Pet Care, Inc.
Merrick Pet Care is a leader in the super premium pet food category based in Amarillo, Texas. Merrick's Kitchen cooks up three branded product lines: Merrick pet foods and treats focused on holistic, all-natural ingredients; Before Grain, healthy, grain-free, high protein pet food; and Whole Earth Farms, premium, nutritious pet food for the price-sensitive consumer. Merrick's pet food brands are available nationally at Petco, independent pet specialty stores and online. For more information, visit