• by Fern Siegel , 7 hours ago

Conagra Brands has selected Cornett as its execution partner.

The account was secured after a competitive pitch. Media spend is estimated between $60-70 million, according to Winmo.

Peter Choi, Conagra’s vice president of marketing, is revamping the company's media and marketing model to align digital and strategy. “We’re building how Conagra plans, activates, and measures media in-house,” said Choi. “We need an agency with boldness and conviction to help bring that transformation to life. Cornett understands what we are building.”

Cornett will provide advisory and support of in-house media planning and buying for several brands, including Slim Jim, Banquet, Marie Callender’s, Healthy Choice, Orville Redenbacher’s, RO*TEL and FATTY. 

Indie agency Hunterblu Media will also support Cornett in a performance-media capacity. 

“This is what it looks like when a brand decides to take full ownership of its media destiny. Conagra is building something genuinely new,” said Cornett CEO and owner, Christy Hiler. “We’re not afraid to be bold, and we don’t hide behind layers.”

Cornett's work includes Busch Light, A&W Restaurants, Legoland and GE appliances.