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Mondelez pitches below-the-line account and sticking with Joyville approach

Snack food giant Mondelez is looking to “consolidate” its below-the-line marketing activity with a pitch, and has said it will stick with its Joyville campaign after the approach was dumped in the UK.

The pitch for below-the-line started before Christmas, although Mondelez declined to reveal which agencies are involved in the ongoing tender which is understood to have attracted a large number of agencies.

The confectionery giant also confirmed to Mumbrella it is pressing ahead with the Joyville campaign for Cadbury Dairy Milk, after reports in the UK the “wacky” approach had been dropped there, as it unveiled its latest TVC “Keith”, an office manager lip-synching with hold music.

https://www.youtube.com/watch?v=aKNqojGjT_Q&list=UUaopbQwxhv2POUZYPYngXlw&index=1

Joyville launched in Australia in 2012 via Saatchi & Saatchi and was lauded at the time as the brand’s biggest ever global push, seeking to reposition it as a gateway to happiness.

A spokeswoman for Cadbury told Mumbrella they had no intention of dropping Joyville in Australia as it has been “immensely impactful”, adding: “We see a really exciting future for Cadbury Dairy Milk advertising in Australia, and Joyville is a key part of this plan.  In fact, we will be shortly going back on air with two of our most effective Joyville executions: Platform and Easter.”

The ‘Platform’ execution saw the brand surprise commuters at Sydney’s Central Station with a locomotive decked in purple, and a host of characters handing out free chocolate and spreading joy.

In terms of the below-the-line pitch the spokeswoman said they aimed to “develop deeper relationships with agencies, get dedicated team/s working on our business that understand our brands better, create efficiencies in ways of working and get a shortlist of the best agencies in the industry with clear expertise/specialisation”.

Mondelez has brands including Vegemite, Belvita, Oreo, Creme Egg, Philidelphia and Carte Noir, with creative agencies on its roster including Saatchi & Saatchi, JWT Sydney and Melbourne, Traffik,  Droga5, and Havas Worldwide, with media handled by Carat, with an estimated media spend to June 2013 of $29.3m according to Mumbrella’s sister marketing resource The Source.

Saatchi & Saatchi ECD Damon Stapleton and Mondelez GM of Snacking Ben Wicks spoke at last year’s Mumbrella360 conference about the success of the campaign.

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