DraftFCB Wins Del Monte's Consolidated Pet-Food Business

Spending Is Estimated to Be Between $20M-$30M

By Published on .

NEW YORK (AdAge.com) -- Del Monte has consolidated its pet-food portfolio at Interpublic Group of Cos.' DraftFCB, people familiar with the matter said.

The business, to which the San Francisco-based marketer devotes an estimated $20 million to $30 million, was previously handled by a variety of agencies, including Omnicom Group's TraceyLocke and Pittsburgh-based shop Smith Brother Agency. DraftFCB, New York, has been on the roster via the Milk-Bone brand.

DraftFCB declined to comment; Del Monte couldn't immediately be reached for comment.

DraftFCB will handle a range of duties for Del Monte's line of 12 pet products, including Milk-Bone, 9 Lives and Kibbles 'n Bits and Meow Mix. Among those responsibilities will be creative print, broadcast and digital work, as well as media planning. Publicis Groupe's Starcom will handle media buying.

Oustide of its pet-product portfolio, the marketer's food brands include Del Monte canned fruits and vegetables and Contadina brand tomato pastes and sauces.

Most Popular