J.M. Smucker Company in Midst of Digital Review Across All 29 Brands

Smucker's, Folgers and Jif are Among Company's Well-Known Brands

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The J.M. Smucker Company is in the middle of a digital review for all 29 of its domestic brands, including the flagship Smucker's line.

According to people with knowledge of the matter, the review includes all digital elements, such as creative, CRM, SEO and e-commerce, but no media. People familiar with the review also said the company is still in the process of deciding whether it will bring on one agency for all brands or multiple shops.

"There is a digital RFP currently in progress," said a J.M. Smucker spokesman. The representative added that "it felt like it was a good time to evaluate the strategic nature in which we operate from an agency perspective" due to some recent changes, such as the company's acquisition of Big Heart Pet Brands in 2015 for $5.8 billion.

The spokesperson declined to disclose the company's current digital agency partners or its traditional advertising agency of record. The review is being led by procurement, the spokesman said, but is "a collaborative effort" across the marketing services, innovation, brand and purchasing teams.

On Tuesday, the company announced its partnership with seven Team USA athletes who are getting ready to compete at the 2016 Olympic Games in Rio de Janeiro, Brazil. The seven athletes, which include both past Olympic champions and Olympic and Paralympic hopefuls, will be featured in ads, packaging, digital marketing and retail promotions across Smucker's, Folgers, Jif and Smucker's Uncrustables. Digital and social media will play a major role, with each of the participating brands sharing exclusive content about the athletes on their online platforms.

In February, Carat USA announced that J.M. Smucker brought on the agency after a North American media consolidation. The shop retained its U.S. media planning and buying duties, while adding on the same tasks for the Canadian market. Carat also announced in a press release at the time that it will work with iProspect and Amnet to help establish Smucker's North American infrastructure.

J.M. Smucker reported a 37% revenue increase, year-over-year, for the third quarter ended January 31 of its 2016 fiscal year. The revenue boost was attributed to its purchase of Big Heart Pet Brands, the largest acquisition in Smucker's history and one that helped the company dive into the fast-growing pet food and snacks space. Big Heart is known for brands such as Milk-Bone, Meow Mix and Kibbles 'n Bits.

The company's existing domestic brands include Smucker's, Jif, Folgers, Pillsbury, Dunkin' Donuts, Adams, Café Bustelo, Crisco, Crosse & Blackwell, Dickinson's, Folger's Gourmet, Hungry Jack, Kava, Knott's Berry Farm, Natural Brew, None Such, Pilon, R.W. Knudsen, Sahale Snacks, Santa Cruz Organic, Smucker's Natural, Smucker's Toppings, Smucker's Uncrustables, truRoots and White Lily.

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