NEW YORK Draftfcb has expanded its relationship with Del Monte Foods, adding creative and media planning duties on 11 pet food brands, the Interpublic Group agency has confirmed.
Draftfcb identified the brands as Meow Mix, 9 Lives, Pounce, Gravy Train, Kibbles ‘n Bits, Meaty Bone, Canine Carry Outs, Jerky Treats, Pup-Peroni, Nature’s Recipe and Snausages. The brands’ collective major media spending totaled about $15 million last year and nearly $9 million in the first nine months of 2008, according to Nielsen Monitor-Plus.
The biggest media spender among them is Meow Mix, at about $10 million last year and more than $5 million in the first nine months of ’08, Nielsen Monitor-Plus figures show.
The business shifted after Draftfcb’s San Francisco office created a new campaign for Pup-Peroni, according to the shop. In addition to Pup-Peroni, San Francisco will handle Canine Carry Outs, Jerky Treats, Nature’s Recipe and Snausages.
Draftfcb’s Irvine, Calif., office will take on Meow Mix, 9 Lives, Gravy Train, Kibbles ‘n Bits and Pounce. The agency’s New York office, which had handled Milk-Bone since 2005, is adding Meaty Bone.
The incumbents on Meow Mix and Pup-Peroni were Omnicom Group’s TracyLocke in Dallas and independent Smith Brothers Agency in Pittsburgh, respectively. Media buying duties on the brands remain at Publicis Groupe’s Starcom.