Kraft Shifts Mac N' Cheese to Crispin From DraftFCB

Planters Also in Review as Marketer Shops for 'Fresh Perspective'

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CHICAGO ( -- Kraft has moved its iconic Macaroni & Cheese brand to Crispin, Porter & Bogusky from DraftFCB, Chicago, following a review. This is Crispin's first Kraft account. The business had been with FCB since 1998.

"We're trying to bring some fresh things to everything we're doing," said Kraft spokeswoman Joyce Hodel. "Kraft Mac N' Cheese is such an important, iconic brand for us and we really wanted to bring in a fresh perspective." The company declined to confirm spending on Macaroni & Cheese. An executive familiar with the matter estimated the measured-media spend as typically in the low eight-figure range.

The review included three agencies, among them Draft and Crispin, but the company declined to name the other participant.

Crispin spokesman Stephen Sapka confirmed the win, but declined to comment further. Draft referred inquiries to the client.

This is the second recent move from Draft, which lost Lunchables in December. Kraft, which recently closed a deal to buy British confectioner Cadbury, has made marketing a bigger priority in recent years, beefing up expertise at headquarters, and taking a no-sacred-cows approach to shifting accounts.

Kraft spokesman Basil Maglaris confirmed that Planter's, another Draft account, is also in review. "Our strategies call for innovation across the board and marketing is an area where we're always looking or innovation," Mr. Maglaris said, declining to comment further.

Draft will not participate in the review, but Kraft declined to name the other agencies involved, though all are believed to be in New York. Draft has handled the business from its New York office since 1988. According to Kantar Media, Kraft spent $31 million on Planter's measured media during 2008.

Draft also handles Kraft's pizza businesses, which have been one of the package-food company's best growth stories. But Kraft is in the process of selling DiGiorno, Tombstone and Jack's Pizza to Nestle.

Draft, of course, remains a prominent Kraft roster agency, with creative duties for several of its biggest-spending brands, including Oreo, Chips Ahoy and Jell-O. According to Kantar, Kraft spent $57 million, $42 million and $35 million, respectively, on those brands in measured media alone during 2008.

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Contributing: Rupal Parekh

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