Kraft kicks off pan-European Toblerone review
By Jeremy Lee, campaignlive.co.uk, Thursday, 27 September 2012 08:00AM
Toblerone, the Kraft Foods-owned chocolate brand, is talking to agencies about its pan-European ad account.
The company is believed to have approached agencies directly, inviting them to pitch for the business.
Toblerone’s most-recent major TV work, created by Ogilvy & Mather in March 2011, showed a woman de-vising new and interesting ways to eat a bar by breaking up its triangular segments.
The campaign included a website, also by Ogilvy & Mather, that asked: "What makes your Toblerone, Toblerone?" People could then upload videos and participate in monthly challenges.
The Toblerone contest coincides with a review of Kraft’s UK digital roster.
The bulk of Kraft’s UK creative activity is handled by Fallon, which works on its Cadbury products.
In 2010, Toblerone bars became one triangle shorter to overcome the rising cost of ingredients.
Toblerone’s distinctive triangular shape is based on the Folies Bergère in Paris, whose dancers ended their performances in the shape of a pyramid.Follow @Jezzalee
This article was first published on campaignlive.co.uk
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Client/Media Agency role -Business Director -Publishing Client Ultimate Asset £65000 - £70000 per annum + great benefits package, City of London
- Senior Agency Sales - Video Advertising Aspire £40000 - £60000 per annum + 50% commission, London
- Account Director - Off Oxford Street Agency Fill Recruitment to £55k + great benefits, London (Central), London (Greater)
- Brand Manager Ball & Hoolahan £50,000 p.a., London (Central), London (Greater)
- Age UK launches 'no friends' ads in response to Facebook campaign
- Fold7 splits with Gocompare.com amid talk of Gio Compario's return
- Pizza Hut launches Classic Crust with TV campaign
- Lurpak rolls out jazz teaser by Juan Cabral
- Kate Robertson steps down from Havas
- Ronseal claims to ditch 'does exactly what it says on the tin' strapline