Carat USA has increased its assignment with The J.M. Smucker Co. following a review, the Dentsu Aegis-owned agency said today.
The agency already handles U.S. media planning and buying for Smucker's legacy brands—such as Folgers coffee, Jif peanut butter and Smucker's jams and jellies. And Carat now adds those chores for Canada as well. In addition, the infusion of business includes North American duties for Big Heart Pet Brands, which Smucker acquired last year. Milk Bone and Meow Mix rank among Big Heart's best-known products.
Spending for the Smucker work that is moving to the agency is estimated in access of $40 million, more than doubling the shop's overall assignment for the client.
For Carat, the win couldn't come at a better time, one week after Sony's decision to consolidate its PlayStation account at MediaCom. That work had been split between Carat and OMD. All told, Sony spends about $100 million annually on U.S. ads for PlayStation, per Kantar Media, but it is unclear how much of that outlay has been handled by Carat.
In general, Carat has been especially proficient expanding its mandates from existing clients. Last year, for example, the agency boosted its profile with roster staples Mondelez and Procter & Gamble in separate high-profile reviews.