Ralston Shops Line Up for One

Ralston Purina is talking to roster shops about creative and media planning duties on its $30 million Purina One high-end brand of dog and cat food, sources said.

The brand, which currently is at Lowe Lintas & Partners in New York, accounted for 20 percent of Purina’s nearly $140 million in ad spending last year, according to CMR.

The review is thought to be limited to roster shops. The company’s shops include Avrett Free Ginsberg in New York, which handles Cat Chow, Kitten Chow and Meow Mix; Fallon Minneapolis, which handles Dog and Puppy Chow, some treats and is handling this fall’s launch of Beneful, a healthful dog food; and Berlin Cameron & Partners which handles Tidy Cat litter.

Dailey & Associates, which handles pet food brands of Nestlé, which is in the process of acquiring Ralston, may also be involved, sources said.

Ralston’s media buying is handled by Advanswers in St.