$40 Mil. Lunchables Goes Into Play

CHICAGO Kraft Foods has placed its $40 million Lunchables advertising account, currently at WPP Group’s JWT here, in review, the client has confirmed.

The client is has heard ideas from the incumbent and another roster agency, Interpublic Group’s DraftFCB, according to sources. Kraft had also had discussions with Omnicom’s DDB Chicago, which joined the roster late last month, but the shop was no longer involved, according to sources.

Agency officials referred calls to the client.

A Kraft representative confirmed the company was reviewing the business, but would not comment on the agencies involved. She said a decision would come in “a few months.”

DraftFCB has been on Kraft’s roster for many years, handling Planters Snacks, Jell-O and South Beach Diet-branded foods as Foote, Cone & Belding.

The Northbrook, Ill., company last year added independent shop mcgarrybowen to handle salad dressings, BBQ sauce and its namesake mayonnaise. The company also has several brands at WPP’s Ogilvy & Mather in New York. Publicis Groupe’s MediaVest in New York handles Kraft’s media account.

The review raises the prospect of longtime Kraft agency JWT in Chicago losing even more business from its cornerstone client. Earlier this month, the company moved creative duties on its $20 million Miracle Whip account to DDB. The shop was also the incumbent on the mayonnaise account before it moved to mcgarrybowen. In addition to Lunchables, the shop handles other Oscar Mayer-branded products and some cheeses.

In Chicago, JWT also handles several Nestle brands including its Toll House line of baking and snack products.

Kraft spent just over $40 million advertising Lunchables, out of nearly $100 million spent in total on Oscar Mayer products, according to Nielsen Monitor-Plus.