The world's second largest food company is keen to eschew the defensive stance adopted by some chocolate manufacturers in light of the obesity debate and emphasise the nutritional benefits of eating chocolate.
B-M's brief covers Europe, North America and Latin America with particular emphasis on the UK, US, Brazil, Germany and France. Kraft initially issued a competitive tender for the work to cover 23 countries but it is understood that it has since cut its geographical scope.
Co-ordinated from B-M's London office, the work will kick off with a thorough appraisal of other chocolate manufacturers' health-related strategies in each market. It will then recommend a course of action for each of its respective brands, which include Toblerone and Terry's, and any health claims that can be substantiated.
This could require cutting fat and sugar levels. Kraft has already slashed the salt content of its Dairylea range of cheese products.
B-M landed the account after a competitive pitch against two other agencies. Both Kraft and B-M declined to comment.
Rival Cadbury has just launched a TV ad campaign linking its products to well-being under the strapline 'Your happiness loves Cadbury'.
Kraft announced a wide-ranging anti-obesity initiative in July 2003 to cap portion sizes and eliminate marketing in schools.
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