Kraft sounds out global DM networks

LONDON - Kraft Foods is talking to agencies about plans to build a global customer relationship marketing programme.

Representatives from the company's headquarters in Chicago are understood to have held exploratory talks with several London-based network agencies.

Kraft is looking at how to build loyalty with customers by combining retail, digital, CRM and sales promotion to deepen its relationship with customers and understand their behaviour.

In the UK, Kraft has already signalled its intention to make better use of direct marketing. It is currently searching for an agency to handle its Cote d'Or chocolate range, which includes the Toblerone and Terry's Chocolate Orange brands. DM agencies have pitched and a result is expected soon.

Kraft recently unveiled three dark chocolate Côte d'Or variants in France. It also relaunched its Dime bars as Daim to align them across all European markets.

Kraft's portfolio also includes the coffee brands Kenco and Carte Noire, and Ritz biscuits.

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