3 Contend for Snickers

NEW YORK Masterfoods USA has reached beyond incumbent BBDO for creative ideas on its Snickers brand, sources said.

The other agencies are Masterfoods roster shops: independent Nitro in New York, which handles Twix and Dove bar, and Omnicom Group’s TBWA\Chiat\Day in New York, which has Skittles and Starburst, among other brands, said sources.

Those two shops and BBDO are expected to pitch ideas to Masterfoods execs this week. Major media spending on the brand has fluctuated from year to year. Last year, it was more than $40 million, but in 2004 it exceeded $90 million, according to Nielsen Monitor-Plus.

The client’s spending plan for 2006 could not immediately be determined.

Agencies referred calls to the client, where representatives could not immediately be reached for comment.

Snickers’ current campaign from BBDO is tagged, “Hungry? Grab a Snickers.”