Post Consumer Brands (PCB) has appointed Minneapolis-based creative agency Latitude as the strategic and creative agency of record for its pet food portfolio, which includes Nutrish, Nature’s Recipe and Kibbles 'n Bits. The announcement comes as Post continues to reposition these legacy brands following its 2023 acquisition of the pet division from J.M. Smucker.
Latitude will lead brand strategy and campaign development across the portfolio, supporting Post’s efforts to modernize and grow its $1.4 billion pet food business.
“Latitude brought a passionate perspective on our much-loved brands, including where they are in the market, what’s in the hearts of our consumers and, most critically, how to earn the right to be served in the bowls of their pets,” said Shannon Toyos, chief growth officer – Pet. “We’re already at work setting the stage for bold, integrated marketing campaigns that will fuel the growth of our portfolio.”
Krista Carroll, CEO and founder of Latitude, said the agency is excited to join forces with Post on its pet food portfolio. “With a sharp focus on cultural trends and evolving consumer behaviors, we’re ready to unleash new potential in the pet food world and pave the way for exciting brand growth through 2025 and beyond," Carroll added.
Latitude noted its experience spans a wide range of consumer brands, including Adidas, Caribou Coffee and FootJoy. The agency will now help guide the creative direction for Post’s pet food division as the company seeks to evolve its brand presence in a competitive and fast-changing market.
Adapted from a press release.
