Del Monte Merges Promo, Shopper Marketing Duties

Del Monte Foods has consolidated consumer promotions and shopper marketing duties under two different agencies for both its pets and consumer goods units, the company announced today (Tuesday).

Catapult Action Biased Marketing will oversee the consumer goods side, which includes brands like Del Monte, College Inn, Contadina and S&W.

Draftfcb in Chicago adds consumer promotions and shopper chores on the Del Monte pets business. The agency’s West Coast operations last year gained lead status on Del Monte’s traditional pet food advertising account. Del Monte’s pet brands include Meow Mix, Kibbles ‘n Bits, 9Lives, Milk-Bone and Pup-Peroni.

The move is part of the company’s efforts to better streamline marketing resources and “produce best-in-class marketing programs that deliver on the company’s accelerated growth plan,” per Del Monte.

“These new agencies will serve as strategic partners—working with Del Monte Foods brand teams to develop and executive programs that resonate with consumers and customers,” CMO Bill Pearce said in a statement. Pearce is Del Monte’s first CMO, who has been on the job since May 2008. (Read Brandweek’s Q&A with Pearce here.)

Del Monte spent $1.3 million advertising its consumer foods in 2008, and $10.2 million through August of this year, per the Nielsen Co. Del Monte’s pets business had $7.4 million in U.S. media expenditures in 2008, and $14.5 million through the first eight months of this year, excluding online.