Kraft puts cereal PR under one roof

TARRYTOWN, NY: Kraft Foods has decided to consolidate its Post breakfast cereal business under one agency and plans to issue an RFP to selected agencies soon, PRWeek has learned.

TARRYTOWN, NY: Kraft Foods has decided to consolidate its Post breakfast cereal business under one agency and plans to issue an RFP to selected agencies soon, PRWeek has learned.

Kraft senior communications manager Pat Riso confirmed that the company has already contacted the agencies that will be invited to pitch, although she declined to disclose specific agencies or budget figures.

Currently, three agencies work on a project basis with Post's 26 cereal brands: Edelman, Burson-Marsteller, and New York-based Hunter and Associates.

Riso admitted that Post's PR has been 'fragmented' and that the company is 'looking to combine the business and leverage our scale from a PR standpoint.'

Riso would not break out revenues for the cereal business, but said Kraft's Post and Maxwell House coffee brands generated dollars 2.7 billion last year.

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