$165 Mil. Kraft Up for Grabs

CHICAGO Kraft Foods has moved approximately $200 million in business out of longtime agency JWT. About $165 million of that business will be reviewed, though JWT does keep various Kraft assignments here and abroad.

The company is moving creative duties on its $40 million Lunchables account to Interpublic Group’s DraftFCB here, while the other assignments, including Oscar Mayer meats, Grey Poupon mustard, Kraft Singles and Ritz and Triscuit Crackers, are up for grabs.

Both roster and non-roster agencies will be invited into the review, a client representative said.

The move is not surprising. The company has steadily shifted business away from WPP Group-owned JWT over the past few months.

In March, Omnicom shop DDB in Chicago joined the roster, landing creative duties on Kraft’s $20 million Miracle Whip account. Last year, Kraft-brand mayonnaise moved to independent agency mcgarrybowen, which also added salad dressings and BBQ sauce.

In response to the shift, JWT CEO Bob Jeffrey announced the network would be handling its remaining business under a “Team Kraft” model. “JWT is committed to streamlined brand-building action, which has seen other global brands in our steward migrate to the powerful ‘Team’ solution,” Jeffrey said in a statement. “Since our relationship with Kraft goes back to the 1920s, the loss of any brands is a disappointment. But we look forward to reinventing a way of working with Kraft around the world.”

JWT handles global creative duties on the cream cheese brand and North American duties on Wheat Thins. The shop also handles international creative duties for Jacob Suchard, Vegemite, Kenco, Royal and Miracle Whip.

As part of its tenure on the Oscar Mayer brand, the company created memorable campaigns such as “I wish I were an Oscar Mayer weiner” and “My bologna has a first name. It’s O-S-C-A-R.”

WPP’s Ogilvy & Mather also handles several brands for the Northbrook, Ill., company.

Kraft svp, integrated marketing communications Carole Irgang will handle the review process, as the company searches for a new chief marketing officer. Last week, CMO Jeri Finard said she was leaving the company for personal reasons. She is expected to stay on with the company through mid-May.