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Kraft Foods has further expanded its relationship with roster shop mcgarrybowen by shifting creative duties on Kraft Lunchables to the agency’s Chicago office, the company has confirmed.
Previously, Interpublic Group’s Draftfcb in Chicago handled the brand, which last year spent $25 million in major measured media, according to Nielsen. Spending through October of this year, sans interactive outlays, totaled nearly $20 million.
Draftfcb landed the brand in 2007 after a review in which WPP Group’s JWT (then the incumbent) was the other finalist.
The shift to Dentsu’s mcgarrybowen, which came without a review, marked the fifth Kraft brand that mcgarrybowen has added since the beginning of the year.
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