After a pitch process that began last summer, Kraft has chosen Cake, JCPR Edelman, GolinHarris, Hill + Knowlton Strategies and PrettyGreen.
The move follows the company's purchase of Cadbury in 2010 and the full integration of the business last year. The roster covers chocolate, coffee, cheese and dairy, gum and candy and biscuits. The five agencies will be able to pitch for business across all five of these categories.
Both GolinHarris and Hill + Knowlton worked on Kraft Foods’ brands before the integration, while PrettyGreen had long links with Cadbury and is currently overseeing the brand’s support for London 2012.
The Red Consultancy worked on a number of Cadbury brands before the roster pitch.
Head of UK external communication Tony Bilsborough said: ‘We are excited by this roster because it gives our brand managers the ability to call upon a range of PR skills and experience to meet their needs. We deliberately sought a blend of agencies so our marketing team had a real choice and were not simply offered five identical agencies in the future.’
Kraft Foods intends to maintain the current roster for three years.