NESTLE SHIFTS HAAGEN-DAZS TO JWT

Move Follows Purchase of Ice Cream Brand

By Published on .

NEW YORK (AdAge.com) -- Nestle USA, Glendale, Calif., has awarded advertising for its newly licensed Haagen-Dazs brand to WPP Group's J. Walter Thompson, Chicago, a Nestle spokeswoman confirmed today.

The account was previously handled by Wolf Group, New York.

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week reported that Nestle was in talks with its roster shops to handle the premium ice cream brand after its buyout in the Ice Cream Partners joint venture it had developed with Pillsbury Co. The $641 million purchase followed Pillsbury's acquisition by General Mills.

For the first 10 months of 2001 Pillsbury Co. spent $18 million on the account, according to Taylor Nelson Sofres' CMR,

JWT currently handles a variety of Nestle products, including Butterfinger, Tollhouse Morsels and Nips.

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