HEINZ OPENS REVIEW FOR PET FOOD BRANDS

9-Lives, Kibbles 'n Bits to Be Sold to Del Monte

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NEW YORK (AdAge.com) -- With H. J. Heinz Co.'s sale of various brands to Del Monte Foods Co. nearing completion, Del Monte is initiating a review for its soon-to-be-acquired pet food brands.

Dick Roth of review

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consultancy Roth Associates, New York, is managing the review, which is for creative only for 9-Lives cat food and Kibbles 'n Bits dog food.

Requests for proposals are being sent to agencies next week, Mr. Roth said.

Spending on the brands is estimated to be $10 million for 9-Lives and $5 million for Kibbles 'n Bits.

WPP Group's J. Walter Thompson, Chicago, is the most recent agency of record for the two pet food brands. Heinz took the brands in-house in 2001.

Calls to Del Monte were not returned at press time.

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