Kraft reviews £7m Kenco ad business

Kraft Foods has called a review of its £7 million Kenco advertising business.

The incumbent on the account, JWT, has submitted two ideas for the brand which have gone into research. However, Kenco has now asked the Kraft roster agency Euro RSCG and Beattie McGuinness Bungay to submit their own creative ideas for the coffee brand.

The agencies have been asked to review the continued use of the Mr Makousa character featured in Kenco's current campaigns. Makousa is played by Don Warrington, who also played Philip in the 70s sitcom Rising Damp.

JWT has held the Kenco account for 15 years. The agency also holds Kraft Foods' Philadelphia and Dairylea accounts, but, over the past year, it has lost six Kraft accounts in the US, including Ritz Crackers, Kraft Singles and Lunchables.

Kenco's sales increased by 2.3 per cent in 2007 to £96 million, according to figures from the 2008 Checkout Nielsen Top 100 Grocery Brands report.