In addition, Universal McCann, IPG Mediabrands' media agency, was named media buying agency for BEF Foods, responsible for traditional and digital media as well as search and paid social. The agency will work with McCann Detroit on brand strategy.
"McCann Detroit has a genuine enthusiasm for our brand, and it's clear that they understand and love our products. We know they will bring excitement and passion to this partnership," said Mike Townsley, president of BEF Foods.
Added Mel Smart, executive vice president and general manager of McCann Detroit: "We're thrilled to team up with BEF Foods and spread the word about their incredible products... We look forward to bringing a new energy and a fresh intensity to the BEF Foods brand nationwide while strengthening their position as the category leader in refrigerated side dishes."