Kraft awards DraftFCB global Tuc account

Kraft has awarded DraftFCB the global ad account for its cracker brand Tuc, as part of the company’s plans to consolidate brands into single agency networks.


DraftFCB is believed to have won the business following a pitch against Kraft-rostered agency Euro RSCG.

The appointment comes after Kraft handed TBWA global ad duties for its hot beverage maker brand, Tassimo. The work was shifted out of Kraft incumbent Ogilvy & Mather, which continues to work on brands including Maxwell House and Crystal Light.

It is believed that Kraft is currently pitching out some of its other brands with a view to realigning them globally into single agency networks.

The company, which owns brand including Toblerone, Kenco, Oreo and Philadelphia, is also reviewing its digital and media planning and buying arrangements. Media agencies on the roster include MindShare, Starcom and Carat

In November 2007, Kraft paid $7.82bn to acquire Danone’s biscuit and cereal business, which includes the LU cookie and Tuc cracker brands.

Meanwhile, Kraft is currently planning a hostile takeover bid for rival Cadbury, after its initial £10.2bn offer was rejected by the latter.

In the UK Tuc is distributed by United Biscuits.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here