PITTSBURGH Smith Brothers Agency here said it has expanded its relationship with Del Monte, adding integrated marketing chores across all of the client’s consumer offerings, including its namesake Del Monte, Contadina and College Inn brands.
The independent shop last year had notably launched the somewhat-sexy-for-the-category “Fruit undressed” push for Del Monte Naturals (pictured). It has also supported other client brands such as 9Lives, Pup-Peroni and Nature’s Recipe.
The expansion of duties was based on the past work, and Bill Pearce, client svp, CMO, credited the agency’s “insightful thinking” and “breakthrough creative that will drive superior market results.”
Lindsey Smith, co-cd at the agency, said: “We’re eager to provide a creative vision for these brands that is fresh and provocative as well as being consistent with the innovation that Del Monte is delivering in the products themselves.”
Print, broadcast and digital efforts are on tap. The marketer has said it would spend $20 million annually in the fruit category alone. Last year, all of Del Monte Foods spent $17 million in measured media, up $1 million from ’07, per Nielsen Monitor-Plus.