Del Monte Picks TracyLocke for Promotions

DALLAS Del Monte Foods today named Omnicom Group’s TracyLocke its lead agency for in-store promotions after a review, the client said.

The other finalists were Integrated Marketing, Momentum (the incumbent) and PowerPact, Del Monte said.

“The retail channel is the most important medium for building brands today,” said Eileen Granata, a Del Monte Foods marketing manager. “TracyLocke demonstrated a rigorous approach to consumer shopper insights designed to deliver more strategic in-store solutions that drive volume while building our brands.”

With dual headquarters in Dallas and Wilton, Conn., TracyLocke has invested in retail and shopper marketing expertise through key hires and alliances, the agency said.

“This win validates our strategy of focusing on helping our clients’ brands become leaders in the retail space through creative solutions inspired by actionable consumer insights,” said Ron Askew, CEO of TracyLocke.

Billings on the work won by TracyLocke was not disclosed. All told, the client spends $25-35 million annually in measured media, per Nielsen Monitor-Plus.