Leo Burnett Emerges as the Big Winner in Kraft's Agency Consolidation
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Leo Burnett has emerged as the big winner in Kraft Food Group’s recent creative agency consolidation. The Publicis Groupe shop, which previously did not have any Kraft brands, has won Philadelphia cream cheese, Crystal Light, Cracker Barrel, Planters, Jell-O, Cool Whip and Breakstone’s, Kraft confirmed to Ad Age on Thursday .
The marketer announced the consolidation in November, picking four creative agencies to oversee its vast portfolio of packaged food brands — and shedding other shops. Among incumbents, McGarryBowen, Taxi and CP&B made the cut.
McGarryBowen will handle Kraft-branded salad dressings, barbecue sauce, mayonnaise, natural cheese and parmesan cheese, as well as Kraft Singles, Capri Sun, Kool-Aid in the U.S., Oscar Mayer, Country Time and Athenos.
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