Kraft Foods is shifting creative duties on its Kraft Singles and Philadelphia Cream Cheese brands to mcgarrybowen, thereby eliminating Nitro from its roster of agencies, sources said.
Major media spending on the brands totaled $40 million last year: $25 million on Singles and $15 million on Philly, according to Nielsen. Those figures do not include online spending.
Nitro joined the Kraft roster in 2007, when it landed Singles after a review. That brand had been at WPP Group’s JWT in Chicago before that. Philadelphia Cream Cheese also came out of JWT Chicago. Nitro won that business last year after a review.
Dentsu’s mcgarrybowen, which did not return calls, joined the Kraft roster in early 2006 and now handles more than a half-dozen brands, including Miracle Whip and Kraft’s namesake mayonnaise, salad dressings and barbecue sauce. The business is based in the shop’s Chicago office.