Barrows named commerce agency for Conagra

Barrows has been appointed commerce marketing agency of record for Conagra Brands in the US following a competitive review.

The WPP Enterprise Solutions company will oversee shopper and customer marketing, including digital shelf activity, across Conagra's US brand portfolio.

The appointment is intended to support Conagra's efforts to consolidate its commerce marketing activities, bringing together shopper marketing, customer marketing and digital shelf capabilities within a single operating model. Conagra's portfolio includes brands such as Birds Eye, Duncan Hines, Healthy Choice, Marie Callender's, Reddi-wip, Slim Jim, Angie's and BOOMCHICKAPOP.

Agency to oversee commerce marketing

Barrows will lead shopper and customer marketing while working to improve digital shelf capabilities across retailers and eCommerce platforms. The agency will also draw on resources from the wider WPP Enterprise Solutions network and the WPP Open platform to support planning, insights and campaign execution.

Lisa Matos, vice president, sales capabilities and commerce, Conagra Brands: "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. Together, we’re excited to build a more modern, insight-driven commerce engine that will help our brands win at shelf and deliver measurable growth with our retail partners across the US."

Connected commerce strategy

Working with Conagra's leadership team, Barrows will develop a commerce system that integrates shopper marketing, retail media, product detail page content and in-store activation. The agency said the approach is designed to improve conversion, increase share of shelf and apply best practices across Conagra's portfolio.

Kristina Kovar, CEO, Barrows: "By reframing commerce into a single, connected and tightly synchronised system we can elevate Conagra end-to-end shopper and customer strategy. Our approach brings sharper insight into who we’re targeting, why they buy and how to win them at every shelf. Critically, through creative effectiveness especially behind Conagra’s biggest innovations, we are delivering ideas that convert across the digital shelf, retail media and in-store. We’re thrilled to bring this to life as we help drive Conagra’s growth at scale."