Roster agencies on alert as Philadelphia calls DM pitch

LONDON - Kraft Foods is looking for an agency to handle the direct marketing account for its Philadelphia soft cheese range.

Philadelphia: seeking DM agency
Philadelphia: seeking DM agency

The global food manufacturer has approached its roster agencies with a view to holding a pitch.

Kraft is understood to be keen to increase its CRM spend on Philadelphia, having not invested much in the discipline in recent years.

Philadelphia does not have a retained DM agency as it has historically assigned briefs to its roster shops on a project basis. A number of agencies sit on the Kraft DM roster, including DraftFCB, MRM Worldwide, Chemistry and Proximity.

JWT London handles all of the above-the-line work for Philadelphia. Last month, the agency released a new spot that looked at the ways that the cream cheese could be used in cooking.

The ad showed a family using the product in different meals, and carried the strapline: "Why just spread it?"

Kraft revamped Philadelphia last year to update the brand's image. The rebrand, which was devised by the design agency Holmes & Marchant, was supported by a £5.5 million marketing campaign, created by JWT.

Further activity included a six-figure deal with UKTV, which saw Philadelphia funding a series featuring the TV chef Simon Rimmer. Simon Rimmer's Dinners consisted of ten 30-minute shows, which aired daily on UKTV's Good Food channel. 

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).