ConAgra Brand to Get National Promotional Buildup

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CHICAGO (AdAge.com) -- ConAgra Foods' Orville Redenbacher's popcorn brand tapped Interpublic Group of Cos.' DraftWorldwide, Chicago, as promotional agency of record.

Draft, selected after a review of undisclosed agencies, will build the popcorn brand's national promotional-marketing program including in-store events, promotional packaging and the development of ideas for premiums.

Billings were not disclosed. Orville's general agency is Havas' Euro RSCG Tatham Partners, Chicago.

The addition of Draft to its roster comes as ConAgra plans to revitalize branding by increasing marketing efforts to build its roster of convenient meals and snacks including Hebrew National, Armour, Reddi Wip, Healthy Choice, Banquet, Hunt's and Chef Boyardee. The sale of ConAgra's fresh beef and pork business is imminent.