ConAgra Foods @ Lopez Negrete Communications.

Lopez Negrete Communications has been chosen to steward strategic and creative direction for ConAgra Foods’ ACT II Popcorn. In addition, the agency will assist with strategy and creative support for other ConAgra Foods brands such as Reddi-wip, Egg Beaters and Healthy Choice.

“We are eager to utilize our strategic and creative experience, as well as our extensive food and retail experience, to help ConAgra Foods and its products,” said Lopez Negrete Communications President and CEO, Alex López Negrete. “ConAgra Foods is a proven leader in its field and we plan to build upon that equity in the Hispanic market.”

This is the first time that the ACT II brand will advertise in mass media and the creative campaign will start with a limited market test. ACT II Popcorn commercials will initially air in 2007 in three key Hispanic markets: Los Angeles, San Antonio and Chicago.

ConAgra Foods manufactures and markets many respected, dynamic name-brand products sold at retail venues from supermarkets to convenience stores, and foodservice arenas from restaurants to stadiums. The company is broken up into three businesses: Consumer Foods, Commercial Products and International.

“We selected Lopez Negrete Communications because they showed a breadth of creative options that capture the essence of the ACT II brand. We look forward to leveraging their experience targeting food products to the Hispanic community with this, our first mass effort for ACT II,” said Adriana Lynch, vice president, strategic marketing, ConAgra Foods.