Bega Cheese hunts for new creative agency following Kraft brands acquisition

Bega Cheese is on the hunt for a new creative agency for a portion of its business following its acquisition of some of the Kraft brands, Mumbrella understands.

The transaction, completed last week, sees Bega Cheese Limited acquiring Mondelez International’s Australia and New Zealand grocery and cheese business which includes Vegemite, ZoOsh and Bonox.

The products now licensed to Bega under the Kraft brand include peanut butter, Vegemite, nut spreads, processed cheese slices, ambient cheese spread, mayonnaise, parmesan cheese, Kraft Easy Mac and Kraft Mac & Cheese.

Kraft’s owner, Mondelez International, will continue to own the Philadelphia business, Pascall, Ritz, Sour Patch Kids, The Natural Confectionery Co and Cadbury’s chocolate products.

In May Kraft Singles rebranded as Dairylea Slices just four months after Bega Cheese’s acquisition.

It is unclear which cheese brands are included in the pitch and whether Bega will be considering a roster of agencies or will retain any of the incumbents currently working on its products.

Bega and Kraft have been approached for comment.


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