JWT London is tipped to retain the £7m Kenco Coffee account after owner Kraft Foods called a “last chance” pitch against Euro RSCG and Beattie McGuinness Bungay.
It is understood that only JWT’s work has been put forward into research. Kraft is understood to have asked agencies to develop ideas on how it should market its connection with fair trade group The Rainforest Alliance. It comes after Kraft pledged to convert Kenco to coffee certified by the Alliance by 2010.
Kenco is also understood to have reviewed the use of the Mr Makousa character created by the agency, asking both Euro and BMB to compete against JWT (MW May 1).
It is understood that JWT, which has held the business for 15 years, had already put forward two ideas in the research stage, before Kraft opened up the review.
It is also thought that both Euro and BMB were paid to pitch.
Kraft’s pledge last month to use only coffee certified by the Rainforest Alliance aims to win over more ethical shoppers and give the brand a point of difference over market leader Nescafé.
Kenco’s Really Rich, Really Smooth and Decaffeinated jars will be the first to switch, with 75% of the beans for the freeze-dried range sourced from farms certified by the Rainforest Alliance by the end of this year. The move will be supported by a major marketing campaign at the end of the year.
JWT was unavailable for comment as Marketing Week went to press.