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Del Monte Foods, a major producer and distributor of primarily packaged food products around the world, picked Epsilon as its U.S. creative agency of record in a move that would appear to reflect a newfound focus on data-based marketing.
Epsilon will develop an "overarching multi-channel creative campaign and communications plan" in a deal that concerns the College Inn, Del Monte plastic Fruit Cups and Del Monte vegetable product lines, combining its analytical and creative production capabilities to oversee traditional, digital and shopper marketing while also using data to help increase the client's operational efficiency.