SOURCE: Draftfcb

December 16, 2008 16:30 ET

Del Monte Foods Awards Integrated Marketing Campaign Development for Pet Products Portfolio to Draftfcb

Company Consolidates Agencies for Meow Mix, Kibbles 'n Bits, Milk-Bone, Others; Sources Draftfcb Orange County, San Francisco and New York Offices

ORANGE COUNTY, CA--(Marketwire - December 16, 2008) - Del Monte Foods, one of the country's largest and most well known producers, distributors and marketers of premium quality, branded food and pet products, announced today that it has named Draftfcb its integrated marketing agency of record for its entire portfolio of pet products. The Draftfcb offices in San Francisco and Orange County will share lead agency responsibilities, with support from Draftfcb New York. The agency will be responsible for activities including, but not limited to, aiding in strategic planning, media planning and creative execution across print, broadcast and digital for all brands within the Del Monte Pet Products portfolio, including Meow Mix®, Kibbles 'n Bits®, 9Lives®, Milk-Bone® and Pup-Peroni®.

"We're very excited to begin our work with Draftfcb. With their help, Del Monte will be better positioned to enhance its focus on marketing strategy and to maximize the potential of each of its brands in the marketplace," said Bill Pearce, Senior Vice President and Chief Marketing Officer, Del Monte Foods. "Del Monte is passionate about enhancing the emotional connection between pets and pet parents with innovative products and best-in-class marketing. We're thrilled to have Draftfcb onboard to help us."

Draftfcb Orange County will handle the Meow Mix®, Kibbles 'n Bits®, 9Lives®, Pounce®, and Gravy Train® brands; Draftfcb San Francisco will be responsible for Snausages®, Pup-Peroni®, Nature's Recipe®, Jerky Treats® and Canine Carry Outs® brands; and Draftfcb New York will continue its work on the Milk-Bone® and Meaty Bone® brands.

"The Pet category is extremely competitive, which presents a fun and exciting challenge. We are proud to have this outstanding opportunity to work across Del Monte's great list of pet brands. Our multi-office team is eager to inject creativity and accountability to help strengthen their leading position in the pet food category," said Sean Hardwick, Draftfcb Orange County SVP, group management director.

Draftfcb's first work for its new Del Monte assignments will roll out in the coming weeks, beginning with a large-scale marketing push for Pup-Peroni® dog snacks, via its San Francisco office, that includes a new equity campaign and tagline.

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