Nitro Wins Kraft Singles

CHICAGO Kraft Foods has awarded its Kraft Singles processed cheese account to independent agency Nitro in New York after a review, the client confirmed.

Kraft spent just over $40 million on advertising for Kraft Singles last year, according to Nielsen Monitor-Plus.

“Nitro went beyond the realm of traditional advertising with a compelling integrated approach,” said Jane Hilk, vp of sandwich, recipe and grated cheese marketing at Kraft, in a statement. “They offered very clear, creative and constructive ideas for our Kraft Singles franchise.”

This is the first assignment for the agency from the Northbrook, Ill., company. Work is expected this fall.

Nitro competed against three roster shops for the business: Omnicon’s DDB, Interpublic Group’s DraftFCB and independent agency mcgarrybowen, according to the company.

The Kraft Singles account had been with WPP Group’s JWT in Chicago, one of several pieces of business totaling $200 million that was moved out of the shop this spring. Earlier this month, Kraft moved its $70 million cracker business—including its Triscuit and Ritz brands —to Havas’ Euro RSCG in New York.

The two remaining brands from that shift—Oscar Mayer and Grey Poupon—have yet to be assigned, according to a company representative.

The loss of JWT’s cornerstone Kraft business led to a management shake-up in the office. Chicago president Ros King will shift to JWT’s London outpost, while chief creative officer Graham Woodall is set to leave the agency. New York co-presidents Rosemarie Ryan and Ty Montague will now oversee the Chicago office.