Kraft Pulls DraftFCB From Four Brand Accounts

Amid Shuffle, Jello Heads to Crispin, Cool Whip to Martin Agency, While A1 and Bull's-Eye Up in the Air

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NEW YORK ( -- At Kraft, the changes just keep on coming.

In one fell swoop, the packaged foods giant is yanking U.S. creative duties for four more brands from its longtime global agency partner, Interpublic Group of Cos.' DraftFCB, multiple executives familiar with the move told Ad Age.

The Jello brand has been awarded to Crispin Porter & Bogusky.
The Jello brand has been awarded to Crispin Porter & Bogusky.
Kraft's iconic Jello brand has been awarded to Crispin Porter & Bogusky, expanding the MDC Partners-owned shop's place on the Kraft roster, executives said, while another well-known brand, Cool Whip, is expected to land at the Martin Agency. The latter shop is an Interpublic sibling of DraftFCB, and represents a new agency relationship for Kraft.

Duties for two other brands that have been handled by DraftFCB -- A1 Steaksauce and Bull's-Eye barbecue sauce -- have not yet been reassigned, executives said. Kraft wields a giant marketing budget, having spent some $454 million in domestic measured media through July alone, according to Kantar Media. But spending on the quartet of brands being shifted out of DraftFCB is currently quite low, for most less than $10 million in billings domestically, executives say.

Representatives for both Crispin and Martin referred calls to Kraft, which said in a statement: "Crispin Porter & Bogusky's 'You Know You Love It' work on Kraft Mac & Cheese has been hitting home with families nationwide. We are excited for what they can bring to the table for Jell-O."

DraftFCB remains the global agency for one of Kraft's biggest brands, Oreo, as well as Club Social crackers and Kraft cheese. But it's clear that marketing leadership at Kraft -- namely Mary Beth West and Dana Anderson, who serve as chief marketing officer and senior VP-marketing, respectively -- are counting on other shops to bring in fresh ad thinking.

Kraft earlier this year moved big chunks of business like Planters and Macaroni & Cheese out of DraftFCB, and the loss of four more brands further dwindles the agency's place on the Kraft roster. The food giant is increasingly turning to a new crop of shops such as Crispin -- which in addition to Mac & Cheese handles the Milka chocolate account -- McGarryBowen, TBWA/Chiat/Day and now Martin and New York-based independent Droga5.

Ad Age first reported last week that Droga5 was added to Kraft's roster to handle creative for the Athenos brand of Greek yogurt, cheese and pita chips.

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Contributing: E.J. Schultz

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