Hasta La Creative!

Del Monte Foods has tapped direct and performance marketing shop Epsilon as its creative agency of record in a move to consolidate its agency relationships and rethink its marketing strategy.

“We, like other CPGs, stepped back and realized we had a large number of agencies we were working with as we kicked off integrated marketing communications plans,” said Jen Reiner, senior director, marketing activation and shopper marketing at Del Monte. “As we get lean and think about resources, it’s difficult to manage a large number of agencies. We weren’t getting the integration we wanted to see through the planning process, or the collaboration we wanted to see.”

The Walnut Creek, Calif.-based food giant accounts for a major share of the country’s fruit, vegetables, tomato and broth categories, and collectively represents approximately $1.7 billion in annual sales, according to the company.

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