Kraft Foods appoints Droga5 to agency roster to manage Cadbury chocolate bars + candy brands

Following an extensive strategic and creative review which began in April this year, Kraft Foods Australia has added Droga5 to the agency roster to manage some of the business’ snacking brands.

The Sydney-based agency will specifically account manage Cadbury chocolate bars – including brands such as Cadbury Boost, Cadbury Cherry Ripe and Cadbury Picnic- along with candy brands, The Natural Confectionery Company and Pascall. Additionally they will work on an undisclosed new product development.

Kraft Foods Australia managing director snacking, Amanda Banfield, said that after an extremely thorough and multiple-round tender process facilitated by independent consultants Trinity P3, the company was pleased to confirm a new relationship with Droga5.

“We are absolutely delighted to welcome Droga5 into the business,” said Banfield. “We are confident we will work very well together. The creative and strategic approach they demonstrated throughout the four phases of our agency review process gives us great confidence that we are positioned to build some innovative and industry-leading marketing campaigns together.”

David Nobay, Droga5’s creative chairman, said the agency was very much looking forward to working with some of Australia’s most loved brands: “When we launched the agency in 2008 our goal was to help influence Australia’s most influential and ambitious brands.

As Kraft Foods Australia is the category leader in confectionery, spreads and chocolate, this new partnership not only provides an opportunity to work with some of Australia’s most prominent brands, but also marks an important milestone in our evolution as an agency,” said Nobay.

Banfield explained that a transition process was in place with the current incumbent agencies, who she also thanked: “We’d like to extend our sincere appreciation to the team at George Patterson Y&R who worked with us to achieve such strong results during our very long partnership on the Cadbury chocolate bar brands. They were behind some of the most exciting campaigns to be launched in Australia,” said Banfield.

“In addition, we would like to thank and recognise The Ross Partnership, who co-created The Natural Confectionery Company and have been creative and loyal brand stewards over the past 12 years, producing stand-out work like the famous “Chop It” campaign.

Finally, we would also like to thank the other high calibre agencies who were part of the tender process – you impressed us greatly. Many thanks for your commitment throughout the process,” said Banfield.

Other Kraft Foods Australia Creative Agency Partnerships: Global network agencies Saatchi & Saatchi (Cadbury masterbrand and Cadbury Dairy Milk) and Draft FCB (Oreo and Chips Ahoy!) will continue working with Kraft Australia. In addition, Publicis Mojo will retain Cadbury Bitesize and Cadbury Crème Egg. Long-term creative advertising agency partner, JWT, will continue its work with Kraft Foods’ Australia grocery business, bringing to life brands such as Vegemite, Philadelphia Cream Cheese and Kraft Peanut Butter.