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Three weeks after Kraft moved to shift its Cool Whip brand out of The Martin Agency, the shop replaced the hole in its cupboard with Sabra dips and spreads.
Martin, a unit of Interpublic Group, is now lead creative agency for the Sabra Dipping Co., succeeding StrawberryFrog in New York. The company's media spending approaches $15 million a year.
StrawberryFrog had handled the business since 2008, when Sabra had a 10 percent share of the refrigerated flavored spreads market.