Kraft hires MRM Worldwide to Philadelphia digital account

Kraft Foods Europe has awarded MRM Worldwide its pan-European digital marketing account for Philadelphia, as the food giant looks to reposition its portfolio.


The IPG-owned agency won the account, after a pitch involving three other agencies, and will handle all digital marketing and CRM activities for the soft cheese spread, with immediate effect.

The account was called up for review following the appointment of Daryl Fielding, the former Ogilvy & Mather executive and prime architect of the Dove Real Women campaign, as the vice-president of marketing for Kraft Foods Europe.

Since joining the company at the start of the year, she has reviewed all aspects of Kraft’s European food business and is tasking agencies with coming up with new approaches for the business’s so-called “power brands”. These include Kenco, Philadelphia, Dairylea and Terry’s Chocolate Orange.

The company is also working on new campaigns to revitalise interest in brands such as Oreo and Mikado biscuits, Toblerone and Milka chocolate, Ritz crackers and Maxwell House and Carte Noire coffee.

Fielding will also oversee Kraft Food’s integration with Cadbury in the company’s European head offices in Zurich, following Kraft’s takeover of chocolate giant Cadbury in February, in a deal worth £11.7bn. Cadbury’s UK marketing director Phil Rumbol has declined an opportunity to work with her in Zurich, as has Mark Reckitt, the chief strategy officer and global brand director Lee Rolston amongst other key Cadbury staff.

This story first appeared on pitch

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