Here’s Who Gets What in Kraft’s Agency Consolidation

Big windfall for Burnett, which adds 7 brands

Kraft's reassignments post agency consolidation went beyond the brands that were exiting former shop like Wieden + Kennedy and Droga5.

For example, Jell-O, a brand handled by one of the remaining core four roster shops, Crispin Porter + Bogusky, shifted to another core agency, Leo Burnett. Likewise, core player mcgarrybowen lost Miracle Whip to Crispin.

In contrast, the fourth player, Taxi, didn't lose any assignments. Its gains came in Canada, where the WPP Group shop added responsibilities for Kool-Aid, Nabob and Kraft peanut butter.

And speaking of Canada, that's where Leo Burnett, the new kid on Kraft's block, first became a roster shop, back in October. At the time, the agency landed three brands at the expense of Anomaly in Toronto. So, in just two months' time, the Publicis Groupe agency has gone from zero Kraft business to 10 brands. Pretty nice score.

Here's a rundown of who got what, with the previous agency noted in parenthesis:

  • Burnett added seven brands: Jell-O (from Crispin), Planters (TBWA's Being), Cool Whip (The Martin Agency), Philadelphia Cream Cheese (Roberts + Tarlow), Breakstone's (Roberts + Tarlow), Cracker Barrel (Droga5) and Crystal Light (VSA Partners).
  • Crispin added three brands: Velveeta (Wieden + Kennedy), Miracle Whip (mcgarrybowen) and Stove Top (The Martin Agency).
  • Taxi gained three brands (in Canada): Kool-Aid, Nabob (Ogilvy & Mather) and Kraft peanut butter. (The previous agencies for Kool-Aid and Kraft peanut butter could not immediately be ascertained.)
  • mcgarrybowen added two brands: Country Time (VSA Partners) and Athenos (Droga5)