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Food Giant J.M. Smucker Consolidates Its Digital Marketing Business With Razorfish

29 brands were involved in $86 million review

The company has more than just peanut butter and jelly brands, including even pet food now. Twitter: @smuckers

Food conglomerate J.M. Smucker has concluded a six-month agency review by consolidating its North American digital marketing business with Publicis' Razorfish.

A Razorfish spokesperson deferred to the client, which declined to confirm or share additional information regarding its current or former agency partners. But multiple sources close to the matter told Adweek the review launched in early 2016 and ended several weeks ago. The work will be spread across multiple Razorfish offices in North America, though details of the contract between the two parties have yet to be finalized.

According to earlier reports, the review involved the entirety of J.M. Smucker's 29-brand portfolio. The Ohio-based company actively markets roughly 19 of those brands, all of which will now be handled by Razorfish.

J.M. Smucker was founded in 1897 and initially focused on producing the jams and jellies still sold under the Smucker's name. It has since expanded via mergers and acquisitions to include household brands like Folgers, Hungry Jack, Jif, R.W. Knudsen, Dunkin' Donuts and Pillsbury, which it handles as a General Mills licensee. In early 2015, J.M. Smucker entered the fast-growing pet food sector by acquiring Big Heart Pet Brands, maker of Milk-Bone, Meow Mix and other products.

The recently concluded review concerned digital creative, web design, SEO, CRM and ecommerce work. It did not affect creative or media agency of record duties, which have been with Grey and Carat since 2002 and 2010, respectively. The latter shop also expanded its relationship with the client early this year by adding media buying duties for Canada and moving beyond J.M. Smucker's legacy brands to handle new additions such as the Big Heart line of products.

J.M. Smucker spent just over $86 million on paid media in 2015, according to Kantar Media. Its $40 million total for the first half of 2016 marked a significant increase from the same period a year prior.

Last year's Big Heart move was the largest acquisition in the history of the company, which recently partnered with seven current and former Team USA athletes during the Rio Olympics.

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