Kraft Foods in trade press review out of CPN

Kraft Foods is reviewing its trade and consumer PR across its entire brand portfolio and has shortlisted five agencies to handle the brief.

The account consists primarily of UK trade media relations with some consumer UK PR work, and covers household brands such as Terry’s Chocolate, Toblerone, Maxwell House, Kenco, Dairylea and Philadelphia.

Countrywide Porter Novelli has held the account since November 2000 and is repitching for the business.

Kraft is looking to promote its products particularly in retail sector magazines and aims to appoint an agency with good trade press contacts.

The chosen agency will also handle product enquiries from consumer media but will not have a proactive consumer brief.

‘We reassess our retained PR agencies every two to three years,’ said Kraft corporate affairs manager Jonathan Horrell. ‘The fact that the account is up for pitch is not a reflection of the quality of work Countrywide Porter Novelli has done.’

The new agency will work closely with Kraft’s in-house PR and marketing teams, which currently use a roster of consumer PR agencies on a project basis.

It recently spent £700,000 on a four-week advertising campaign to promote its Dairylea Lunchables Pitta Pouches.

The food giant employs 109,000 people in 150 countries and celebrated its 100th anniversary last year.

But despite its global presence, the brand has comparatively low recognition levels in the UK. The Edelman 2004 Trust survey found that only 38 per cent of UK respondents trusted Kraft as a company, six per cent less than European respondents.

Kraft’s UK brands also include Jacobs, Birds Custard and the recently launched American cookie brand Oreo.

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