Euro RSCG Adds Kraft Salad Dressings

The Chicago office of Euro RSCG has landed interactive, direct and event marketing duties on Kraft Foods’ namesake line of salad dressings.

Previously, the duties were split among several shops, including Microsoft’s Razorfish in Chicago (interactive), Publicis Groupe’s Digitas in Chicago (direct) and Interpublic Group’s Momentum in Chicago (events).

Momentum and Digitas continue to work on Kraft salad dressings, however, handling in-store marketing/promotional duties and online media duties, respectively, a Kraft rep said.

The consolidation–which sources said came after Euro RSCG completed a project for Kraft–is said to be worth about $2 million in revenue. It takes effect immediately.

In confirming the shift, the Kraft rep said, “We wanted to combine more nontraditional elements with one agency so they could lead with a more integrated approach.” Havas’ Euro RSCG declined to comment.

Traditional advertising duties on salad dressings remain at Dentsu’s mcgarrybowen in New York. Kraft’s lead media agency across all brands is Publicis’ MediaVest.

Euro RSCG is a Kraft roster shop whose New York and overseas offices handle brands such as Triscuit, Ritz and Lu. The new assignment is the first nonproject-based Kraft work that the Chicago office has acquired.

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