Kraft Lunchables Shifts Creative Chores

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. The others were Crystal Light, Oscar Mayer, Kraft Singles and Philadelphia Cream Cheese. In terms of media, the five brands collectively spent more than $160 million last year and nearly $175 million through October, per Nielsen.

A Kraft rep provided this explanation of the Lunchables shift: “We believe this move will strengthen Lunchables communications with moms and better align Lunchables with overall Oscar Mayer marketing. We believe mcgarrybowen, which is known for truly breakthrough marketing, is the ideal partner to help moms understand the innovations taking place.”

Nielsen Business Media