Kraft Foods has moved the UK advertising business for Ritz biscuits into Euro RSCG from JWT as part of a consolidation of it roster. The agency has also scooped the pan-European ad account for the LU biscuit brand.
The changes have been prompted by Kraft’s acquisition of Danone’s bottle water and biscuit divisions at the end of last year. Euro was the incumbent agency for Danone biscuits and was not previously a Kraft roster agency.
A spokesman from Kraft Foods says it has a “major” and “ongoing” relationship with JWT despite the decision to move the Ritz business. Last June, it also moved the the US ad account for Ritz into Euros from JWT.
The agency’s first work for the brand launched in December last year. The “Ritz. Open for fun” ad showed the biscuits dancing in and out of a box across TV and press executions, and outdoor light projections.
Kraft is the second largest food and beverage corporation after Nestlª and its brands include Kenco coffee, Dairylee cheese and Terry’s Chocolate Orange.