Kraft Foods reviews Trident global account

Kraft Foods is reviewing the global account for its Trident chewing gum brand, putting an end to JWT's long-standing tenure of the business.

Kraft Foods: 2009 Trident Fresh campaign from JWT
Kraft Foods: 2009 Trident Fresh campaign from JWT

JWT will not be included in the pitch. The agency will, however, continue to work on Halls globally and on European brands including Philadelphia, Jacobs, Kenco and Dairylea.

A statement by Kraft said its growth strategy called "for innovation across the board, including marketing".

The statement went on to say, "We are continuously looking for breakthrough ideas that motivate consumers to action and help drive sales on our brands".

JWT courted controversy in 2007 when its "mastication for the nation" TV campaign for Trident was banned by the ASA after more than 500 complaints, some of which accused it of racism.

The agency's last major European ad campaign for Trident chewing gum was created in 2009. The ad featured a group of friends on a road trip.

The agency has handled the brand for more than eight years.