Del Monte Foods has tapped marketing agency Epsilon, part of Alliance Data for AOR duties after a five month agency review. Juniper Park\TBWA was the previous lead agency and several other undisclosed shops also handled parts of the account.
Del Monte spent about $10 million on ads last year in the U.S. according to Kantar Media. Spending in the first quarter of 2016 was an estimated $5.8 million, versus $3.6 million in Q1 2015, per Kantar.
Epsilon’s Chicago-based team will spearhead marketing across traditional, digital and retail channels for Del Monte brands including Del Monte and College Inn.
Epsilon will develop an overarching multichannel creative campaign and communications plan, which will be extended across College Innproducts, Del Monte Fruit Cup products and Del Monte vegetable products. The agency will also oversee traditional advertising, shopper marketing and digital marketing.
“At Del Monte Foods, we are committed to delivering category-leading innovation and integrated marketing plans. Our deep understanding of consumer and shopper needs, married with Epsilon’s unique ability to oversee strategy, creative, insights and execution will enable us to drive strong relationships with customers through high-quality marketing communications,” stated Jen Reiner, Senior Director, Marketing Activation & Shopper Marketing at Del Monte.
“The competitive review process proved Epsilon and their agency leadership to be highly innovative, focused on driving positive outcomes for our business through a unique understanding of the consumer and personalized marketing execution,” Reiner added.
Starcom will continue to handle the Walnut Creek, CA-based food processing giant’s media agency assignment.
Del Monte Foods has estimated annual sales of $1.7 billion.