US food manufacturer Pinnacle Foods has appointed two new creative partners for brand marketing in its Duncan Hines Grocery Division and Birds Eye Frozen Division.

BBDO New York will assume creative responsibilities for the Duncan Hines Grocery Division, while Kirshenbaum Bond Senecal & Partners will handle creative for the Birds Eye Frozen Division.

The move follows Pinnacle Foods' US$1.3bn acquisition of Birds Eye Frozen Foods, putting it in the top five frozen food companies, giving it the scale to reassess its creative partnerships.

Pinnacle said it selected separate agencies for each division, rather than consolidating all dry and frozen brands under one shop in order to tailor marketing programmes to the needs of each unit.

"By aligning with the best creative agencies in the industry, we will be able to realise the full potential of our iconic brand portfolio," said Bob Gamgort, CEO of Pinnacle Foods. "These new partnerships are consistent with our goal of building a leading publicly-owned food company, built on the strengths of our brands and people."