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.

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