Kraft Foods, Northfield, Ill., switched its Jell-O gelatin and puddings account to FCB Worldwide, New York, from Y&R Advertising. Kraft spent $57 million against the brand in 1999, according to Competitive Media Reporting. The reason for the switch is to "explore a new strategic and creative direction for the brand,'' according to a statement released by Dave Johnson, exec VP of Kraft Foods and president of the beverages, desserts and snacks division. FCB was cited by Mr. Johnson as particularly successful with advertising on such Kraft brands as Kraft macaroni and cheese, DiGiorno pizza and Cool Whip topping. Y&R will continue to work on Kraft brands including Crystal Light and General Foods International Coffees.
Copyright September 2000, Crain Communications Inc.