Kraft's Planters brand brings on Olson Engage

Olson Engage has won Kraft Foods' Planters account, replacing incumbent Edelman.

NORTHFIELD, IL: Kraft Foods Group has selected Olson Engage to serve as its PR agency partner for the Planters brand following an RFP. Edelman was the incumbent on the account.

Kraft chose Olson from several agencies that competed in the review, said Lynne Galia, associate director of corporate affairs at Kraft Foods.

She added that the company was "impressed with [Olson's] creativity," and the agency was brought on earlier this year.

Olson also works on Kraft's Oscar Mayer brand and on Kraft Foods' corporate communications efforts.

Further information on the review was not disclosed.

Edelman previously worked on the Planters brand. Representatives from Edelman declined to comment on the account shift.

Bryan Specht, president of Olson Engage, said in a statement that the firm is thrilled to work with the "iconic Planters brand" and to expand the agency’s relationship with Kraft Foods.

"We're excited by the prospects of doing smart and effective work for our new clients," he said.

The agency will work on traditional media relations for Planters and focus on promoting the brand to the general public, said Galia.

She declined to disclose budget information or the contract’s length.

Last summer, Olson rebranded its PR and social media unit as Olson Engage to highlight the firm's integrated work. 

Planters, which was founded in 1906, has revenue of more than $500 million, according to the brand's website. Its products include cocktail peanuts, the NUT•rition line of nut mixes, and peanut butter.

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