Draftfcb to lead marketing efforts for Del Monte pet products

Del Monte Foods, one of the country's largest producers and distributors of food and pet products, has named Draftfcb as its integrated marketing agency of record for its full line of pet products.

Draftfcb's San Francisco and Orange County offices will share lead agency responsibilities, with support from Draftfcb New York. Responsibilities will include aiding in strategic planning, media planning and creative execution across print, broadcast and digital for all pet brands, including Meow Mix, Kibbles 'n Bits, 9Lives, Milk-Bone and Pup-Peroni.

“We're very excited to begin our work with Draftfcb,” said Bill Pearce, SVP and chief marketing officer, Del Monte Foods. “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. Del Monte is passionate about enhancing the emotional connection between pets and pet parents with innovative products and best-in-class marketing.”

Draftfcb's first work will be a large-scale marketing push for Pup-Peroni, which will roll out in the coming weeks and include a new equity campaign and tagline.