WPP’s Mindshare has been awarded U.S. media planning and buying duties for Smithfield Foods after a consolidation review, the client and agency have confirmed.
There were multiple incumbents on the business including Publicis Groupe’s Spark, which did not defend due to a conflict. The Mindshare pitch was led out of its
Chicago office, which will manage the assignment.
Smithfield spent a little more than $24 million on measured media in 2011, according to Kantar Media.
Mindshare's demonstrated success in connecting brands with their target consumers was integral to our decision to partner with them,” stated Chuck Gitkin, vice president marketing,
innovation, and R&D, for the John Morrell Food Group, a unit of Smithfield Foods. “We look forward to raising our marketing effectiveness to the next level in collaboration with Mindshare
through a strategic, precise, innovative and holistic approach to media.”
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The scope of work includes both traditional and digital media. “Working with Smithfield, we will
create and execute a targeted media strategy that reaches its consumers when and where they consume media,” stated Dan Reaume, head of Mindshare’s Chicago office.
Smithfield, which
reported $13.1 billion in total sales for fiscal 2012 (ended April 29) is generally recognized as the world’s largest pork processing company. It also packages meat products under a portfolio of
retail labels including Smithfield, Armour, Cook’s and John Morrell.
The company issued its first-quarter financial results today, reporting sales of $3.1 billion, flat with the
same period a year ago.