NEW YORK—ConAgra Foods has selected Ketchum as its agency of record following an extensive search that began last summer. Previously, ConAgra had allowed individual brand teams to select their own PR agencies, although the bulk of the company’s work had been handled by boutique firms, including Dome Communications in Chicago.
Ketchum reportedly won the business after impressing the client with its work on a test project involving product publicity. The search was led by Chris Kircher, vice president of corporate communications, who joined the $27 billion food company from Hill & Knowlton in 2002.
ConAgra brands include Chef Boyardee, Healthy Choice, Hebrew National Hotdogs and Hunt’s, among others. Edelman will continue to handle PR for the Butterball brand.
The company is reportedly now seeking a senior director of product publicity to help coordinate PR for the various brands.