Del Monte has named Grand Central Marketing as its event marketing agency of record for Meow Mix cat food.

The agency has handled event marketing and PR for the brand since 2002. Meow Mix was sold to Del Monte in June 2006.

Grand Central Marketing developed Meow Mix Café—a restaurant for cats in Manhattan and “The Meow Mix House,” a reality show where shelter cats lived and competed for an honorary job with the company.

The agency will handle experiential consumer events, develop a national mobile tour, event-based PR and manage trade and consumer appearances by the Meow Mix Mobile vehicle.

“Grand Central Marketing has a solid track record of generating worldwide publicity for Meow Mix through their innovative events and promotional campaigns,” said Joe Tuza, vice president of pet foods at Del Monte Pet Products, in a statement. “They understand the Meow Mix brand and will help further its growth.”

Grand Central Marketing won a 2005 Pro Award for Best Campaign Generating Brand Awareness and Trial Recruitment for the Meow Mix Café.

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