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Carat USA has increased its assignment with The J.M. Smucker Co. following a review, the Dentsu Aegis-owned agency said today.
The agency already handles U.S. media planning and buying for Smucker's legacy brands—such as Folgers coffee, Jif peanut butter and Smucker's jams and jellies. And Carat now adds those chores for Canada as well. In addition, the infusion of business includes North American duties for Big Heart Pet Brands, which Smucker acquired last year. Milk Bone and Meow Mix rank among Big Heart's best-known products.
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