Droga5 Expands Relationship With Kraft

Indie Shop Adds Cracker Barrel Cheese

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Droga5 has been named agency of record for yet another Kraft brand, with the packaged-goods giant this time turning to the shop to handle marketing for Cracker Barrel cheese.

Cracker Barrel cheese
Cracker Barrel cheese

"Cracker Barrel is an important brand, and we knew that we had to turn to a trusted partner to help us redefine its brand identity and reach a broader audience," said Gwen Gray, senior director-dairy snacking at Kraft Foods said in a statement. "We have every confidence in Droga5 to accomplish this task and can't wait to see what they come up with next."

Ms. Gray noted that Kraft chose the agency to lead new creative and strategy work for Cracker Barrel based on the work it has done recently for other company brands.

The New York-based agency has established a number of AOR relationships with Kraft brands in the past two years. Its first Kraft assignment was in 2010, for Athenos line of Mediterranean foods, which helped it to later land MilkBite, a brand of milk-and-granola bars that made its debut in grocery stores last year. And in February, Ad Age reported that Droga5 will handle a new gum launch.

Droga5 did not comment for this story, and Kraft declined to comment beyond the prepared statement, so it's not clear whether the business was won via a pitch process. But it's believed that most recently, Cracker Barrel advertising was handled by one of Kraft's biggest agency partners, McGarryBowen. McGarryBowen representatives couldn't immediately be reached for comment.

Cracker Barrel appears to be one of a range of smaller brands in which Kraft is incrementally stepping up marketing investment. Measured media spending for the brand was next to nothing in 2011, but for 2012, it's on track to be somewhere between $5 million and $10 million, according to Kantar.

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