Kraft calls pan-Euro pitch

LONDON - Kraft Foods, the global food and beverage company, is talking to agencies about its advertising arrangements across Europe.

Oreo...Kraft Foods reviews European advertising
Oreo...Kraft Foods reviews European advertising

The company, which owns brands including Dairylea, Kenco, Ritz and Oreo, is understood to be looking at ways of realigning its agency roster in an effort to drive down costs.

It is talking to both roster and non-roster agencies as part of the move.

At present, Kraft works with a number of agencies across its range of products.

It uses JWT to work on advertising for its Dairylea and Philadelphia brands, DraftFCB for its Oreo chocolate cream biscuits brand and Ogilvy Advertising for its Toblerone range.

Kraft also works with Euro RSCG London, Golley Slater and Work Club on selected products.

Last month, DraftFCB released a new campaign for Oreo that showed a girl teaching her brother how to eat the biscuit properly.

News of the ad review comes as Kraft is also pitching out its £300 million pan-European media business.

Roster agencies including Carat, Mindshare and Starcom MediaVest have all been invited to pitch for the accounts in each individual market.

Kraft is also in the process of compiling its first pan-European digital roster.

A number of undisclosed UK agencies have been shortlisted for the business, with pitches due to take place in November.

Earlier this week, Kraft had a £10.2 billion takeover bid for Cadbury turned down.