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.


    Leave a comment