True Media was named media agency of record for Nature's Variety, a natural pet food company. The agency will handle all media planning and buying duties including TV, digital and social media. Nature's Variety manufactures pet food through two brands: Instinct, a raw pet food; and Prairie, a holistic line of food. "Our purpose as a company is to empower people to transform the lives of pets," said Robert Bennett, chief marketing officer for Nature's Variety. "True Media will aid us in reaching pet parents when and where they are searching for food and treats that are the best for …

Online fresh food grocer FreshDirect named SS+K its advertising agency of record. DiMassimo Goldstein previously handled the account. The agency will develop an integrated campaign designed to deepen FreshDirect's relationship with consumers by telling its brand story. Creative will include digital, social, experiential, video, and out of home elements. First work launches in the fall. "FreshDirect is a category-defining brand with a higher purpose," said Lenny Stern, Co-Founding Partner at SS+K. "SS+K looks forward to telling their brand story." In addition to winning FreshDirect this year, the agency also picked up work for HBO, E*TRADE, Jackson Hewitt and The New …