Barrows Named Commerce Marketing Agency of Record for Conagra Brands in the U.S.
Conagra Brands selects Barrows to build connected commerce system, unifying shopper marketing, digital shelf and retail media.
New York (July 10, 2026) — Barrows, a WPP Enterprise Solutions company and leading global commerce agency, has been appointed commerce marketing agency of record (AOR) for Conagra Brands in the U.S., following a competitive review. The assignment sees Barrows overseeing shopper and customer marketing, including digital shelf, across Conagra’s U.S. brand portfolio as it looks to modernize and unify its approach to commerce.
Conagra’s extensive portfolio of popular brands in the U.S. feature household names like Birds Eye®, Duncan Hines®, Healthy Choice®, Marie Callender's®, Reddi-wip®, Slim Jim®, Angie's® and BOOMCHICKAPOP®. These products span frozen, refrigerated, grocery and snack categories. Barrows will help elevate and connect Conagra’s shopper and customer marketing efforts while improving digital shelf capabilities into a single, connected commerce system that delivers growth, consistency and performance across retailers and eCommerce platforms. Barrows brings a robust combination of retailer intelligence, commerce creativity and the ability to orchestrate seamlessly in-market. Leveraging the broader WPP Enterprise Solutions network and the WPP Open ecosystem of tools, data and technology, Barrows will partner with Conagra to transform its commerce practice, deploying new tools and capabilities that accelerate insight, planning and go to market execution.
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 U.S.
Working in lockstep with Conagra’s leadership team, Barrows will build a connected commerce engine that integrates shopper marketing, retail media, PDP content and in store activation into a single system designed to improve conversion, increase share of shelf and scale best practices across Conagra’s diverse portfolio of iconic brands.
By reframing commerce into a single, connected and tightly synchronized 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.
Barrows’ first Conagra programs are expected to launch in late July 2026.
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