Nexus in Dairylea health campaign

Kraft Foods has called in Nexus Communications to hammer home the health credentials of its Dairylea cheese to British mums.

The agency has been hired as Kraft launches its latest TV ad campaigns, featuring the Moo character, that aim to promote Dairylea as a brand, rather than individual products within the range.

Kraft recently redesigned Dairylea to give it a more uniform look and flag up its health credentials.

Nexus is believed to have been brought in after a competitive pitch. Neither agency nor Kraft would comment on the programme.

It is believed, however, that Nexus is planning a series of nationwide events, in addition to media relations activity.

Kraft, which also produces brands such as Toblerone and Terry's Chocolate Orange, has undertaken various product development initiatives in the past few years, such as cutting the salt content of Dairylea, as it bids to keep pace with healthy eating concerns.

The contract comes hot on the heels of Nexus picking up the PR account for Weetabix. The agency is also promoting the cereal giant's health credentials, having been brought in to replace Euro RSCG Biss Lancaster (PRWeek, 27 May).

But Nexus lost its contract to promote dairy product giant Muller to Resonate in the previous month (PRWeek, 22 April).

Kraft continues to use Manchester-based MC2 for trade PR and 'reactive' consumer PR across its consumer brands. It has, however, ceased to work with Burson-Marsteller, hired last year on a project basis (PRWeek, 20 August 2004) to advise on how it should promote the 'health' credentials of its chocolate brands.

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