Epsilon, an Alliance Data company, has announced that it has been named agency of record for Del Monte Foods, one of the nation’s largest producers, distributors and marketers of premium quality, branded food products, following a five-month competitive review process.
Epsilon’s Chicago-based team will spearhead marketing across traditional, digital and retail channels to increase product sales and drive operational efficiency for Del Monte brands including Del Monte and College Inn.
Founded in 1886, Del Monte Foods’ brands consistently hold majority or second place market share in fruit, vegetables, tomato and broth categories, collectively representing approximately US$1.7 billion in annual sales. Privately-owned, the company is headquartered in Walnut Creek, California.
Under the terms of the new agreement, Epsilon will develop an overarching multi-channel creative campaign and communications plan, which will be extended across College Inn products, Del Monte plastic Fruit Cup products and Del Monte vegetable products. Epsilon will also oversee traditional advertising, shopper marketing and digital marketing.
“At Del Monte Foods, we are committed to delivering category-leading innovation and integrated marketing plans. Our deep understanding of consumer and shopper needs, married with Epsilon’s unique ability to oversee strategy, creative, insights and execution will enable us to drive strong relationships with customers through high-quality marketing communications,” said Senior Director, Marketing Activation and Shopper Marketing, Del Monte, Jen Reiner.
She added, “The competitive review process proved Epsilon and their agency leadership to be highly innovative, focused on driving positive outcomes for our business through a unique understanding of the consumer and personalized marketing execution.”
“Today’s complex consumer-driven economy demands enterprise-level integration across all parts of the business, especially marketing communications,” said Chief Executive Officer, Epsilon, Andy Frawley.
Adding, “We’re excited to work closely with Del Monte Foods to develop a strategic and creative approach by leveraging insights that will drive strong consumer engagement across all touch points.”