Purina Looking For New Brand to Market Beneful

Purina is a popular dog food brand from Nestle. A number of pet owners trust the pet foods from Purina, particularly Beneful, to provide their dogs with the nutrients and vitamins necessary for pets to live healthy lives.

In its search to find a new creative company to handle the branding of Purina Beneful, Nestle has narrowed its choices down to two agencies, according to sources. Purina has been at Fallon for quite some time, but Fallon is not competing to continue its relationship with Purina.

The money spent on Beneful was $40.7 million by the end of 2013’s third quarter, Kantar Media reports.

Beneful is also the last brand from Purina to be associated with the Publicis Groupe agency. The agency has worked with Purina for more than a quarter of a century. Fallon also did the creative marketing for Purina’s Dog Chow. Dog Chow moved, rather quietly, to Leo Burnett, the company that also works with Purina Pro.

In recent years, Fallon has also worked on Purina One on twitter.com, which is now overseen by Interpublic’s Avrett Free Ginsberg. Sources have also stated that Burnett and Publicis and Hal Raney, which are both Publicis Group agencies, are still in the running to take over Purina’s creative departments. Both agencies declined to comment on this matter, and referred all questions to Purina, which didn’t respond to questions.

Fallon and Purina have have a 33-year-long relationship. Fallon’s chief, Mike Buchner, stated that Fallon was honored to have represented Purina’s main dog food brands for such an extended period of time. Buchner also states that Fall is proud of the brands it has built with Purina, as well as the work Fallon has done to move Purina’s business forward.

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