Cornett wins Conagra media execution role

Partnership expands Conagra’s marketing transformation efforts

Independent agency Cornett has been appointed Strategic Media Execution Partner by Conagra Brands as the food company restructures its media and marketing operations to improve speed, transparency, and integration across its organisation.

The partnership supports Conagra’s broader effort to redesign its media model, including bringing strategy and digital activation in-house, establishing a Marketing Center of Excellence, and reshaping its agency ecosystem.

Cornett to support in-house media model

The transformation is being led by Peter Choi, Vice President of Marketing at Conagra Brands. Drawing on experience gained during nearly two decades at Procter & Gamble, Peter Choi is overseeing the development of the company’s internal media planning, activation, and measurement capabilities.

Peter Choi, Vice President of Marketing at Conagra Brands: "We’re building how Conagra plans, activates, and measures media in-house. This allows us to leverage the full power and scale of our people, resources, and data science capabilities. We need an agency with boldness and conviction to help bring that transformation to life. Cornett understands what we are building, and we are excited to partner with an agency that shares our vision."

Agency selected through competitive review

Cornett secured the appointment following a competitive request-for-proposal process. According to the agency, its strategic capabilities, operational flexibility, and senior-level involvement aligned with Conagra’s evolving requirements.

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

Partnership includes performance media support

Independent agency Hunterblu Media will work alongside Cornett, providing additional performance media support when required.

Christy Hiler, CEO and owner, Cornett: "This is what it looks like when a brand decides to take full ownership of its media destiny. Conagra is building something genuinely new, and we’re honored to be part of it. We’re not afraid to be bold, and we don’t hide behind layers. That same energy is what we’re bringing to this partnership every day."

www.teamcornett.com

www.conagrabrands.com

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