• by Steve McClellan  @mp_mcclellan, January 17, 2018

Perdue Foods has appointed Generator Media + Analytics as its new U.S. media agency after a formal review, the companies confirmed today. The incumbent was Allegory.

Perdue spent nearly $19 million on measured media in 2016 and almost $14 million during the first nine months of last year in the U.S. according to Kantar Media.

Generator’s remit includes digital and offline media research, strategic planning, buying and analytics for the company’s full line of products sold in retail stores and online.

Eric Christianson, senior vice president marketing at Perdue, stated: “Generator showed us a process that brings accountability and measurable results to all our media investments. They’re a great fit for Perdue, both professionally and culturally.”

Generator President Greg Messerle added: “Our agency has a long heritage of helping move products off shelves -- both real and virtual -- with a process to make each week’s media investment deliver greater return than the previous week.”

The privately owned Perdue, based in Salisbury, MD, had sales of approximately $6.5 billion for its fiscal year 2017, according to Forbes. 

The company sells poultry and other food products via a number of brands, including the namesake Perdue, Perdue Harvestland, Coleman Natural, Drapery Valley Farms, Niman Ranch and other brands. In addition to its retail and food-service segments, the company markets pet foods and treats via the Spotfarms and Full Moon brands.