Last year was a good year for Purina’s Beneful dog food, which spent more than $52 million in measured media advertising. Fallon was at the helm of those buys, as they were with Purina One for more than 25 years.
Today, Fallon has neither brand.
Interpublic Group’s Avrett Free Ginsberg scored Purina One, and now Publicis & Hal Riney have won the creative for Beneful. While no one of note at Publicis & Riney could be reached for comment, Fallon was happy to say this about its quarter-century shaggy-dog story:
Agency CEO Mike Buchner said of the brand’s departure: “It has been an honor for Fallon to have represented Purina’s core dog food brands for over a quarter of a century. We are proud of the brands we’ve built together and the work we’ve created that has helped drive their business forward for decades.”