WPP-owned retail and commerce agency Barrows has been appointed commerce marketing agency of record (AOR) for Conagra Brands in the U.S., following a competitive review.  

Barrows, based in New York, will handle shopper and customer marketing, including digital shelf, across Conagra’s U.S. brand portfolio, which includes Birds Eye, Duncan Hines, Healthy Choice, Marie Callender's, Reddi-wip, Slim Jim, and more.  

The agency, which WPP has owned a minority stake in for over a decade before acquiring 100% earlier this year, is aligned with WPP Commerce, headed by Global CEO Brent Taylor.  

“Barrows stood out for their retailer intelligence, their ability to connect shopper, digital shelf and retail media into a single system, and their access to the broader WPP Enterprise Solutions and WPP Open ecosystem,” stated Lisa Matos, vice president-sales capabilities & commerce, Conagra Brands.   

It was not immediately clear if there were one or more incumbents on the business or what other firms pitched for the business.