CHICAGO (AdAge.com) -- Kraft Foods has named Droga5 the agency of record for its Athenos line of Mediterranean foods as the company prepares a national launch of its new Greek yogurt, the food giant told Ad Age today.
The assignment continues Kraft's aggressive reshuffling of its agency roster, which in recent months has included changes for brands such as Milka chocolate, Planters and Macaroni & Cheese. For New York-based indie shop Droga5, landing Athenos marks its first entry onto Kraft's roster.
A Kraft representative would not elaborate beyond noting appointment of Droga5 as the agency for Athenos. The brand previously had no agency of record as Kraft used a variety of agencies on it. Droga5 declined to comment.
The Athenos line includes feta cheese, hummus and pita chips. Until recently, ad spending on the brands has been sparse, but picked up during the first half of the year to $1.8 million in measured media for cheese and $66,900 for hummus, according to Kantar Media. That's still a fraction of the food giant's $454 million in total measured spending through July on all brands.
Spending on Athenos is likely to accelerate as Kraft expands yogurt distribution beginning early next year. The Greek-style yogurt -- which comes in plain, blueberry, honey, peach and strawberry -- was introduced this fall and is now available at Walmart nationally and at a variety of stores in California and the Midwest.
Other recent agency changes this year include global creative duties for Milka, which shifted from Ogilvy & Mather to MDC Partners-owned Crispin, Porter & Bogusky; Macaroni & Cheese, which moved from DraftFCB to Crispin; and Planters, which went from Interpublic Group of Cos.' DraftFCB to Omnicom Group's Being, a spinoff of TBWA.
For Droga5, the win is a sign the agency is going from a creative boutique to winning assignments from increasingly larger brands. In the past year it's won the Prudential Financial review and done work for Microsoft's Bing.