Ad agency Droga5 has been added to the Kraft roster and will look after Cadbury brands including Boost, Cherry Ripe and Picnic.
In the latest blow for GPY&R, the agency has been dropped from the roster along with The Ross Partnership.
GPY&R worked on Cadbury’s chocolate bar brands such as Boost and Picnic.
Kraft Foods Australia’s MD, Snacking, Amanda Banfield, said: “We’d like to extend our sincere appreciation to the team at George Patterson Y&R who worked with us to achieve such strong results during our very long partnership on the Cadbury chocolate bar brands. They were behind some of the most exciting campaigns to be launched in Australia.”
On The Ross Partnership, Banfield thanked the agency for being “creative and loyal brand stewards over the past 12 years”, especially praising the ‘Chop It’ campaign.
Saatchi & Saatchi will continue to work on Cadbury masterbrand and Cadbury Dairy Milk. JWT keeps its place too, working on Vegemite, Philadelphia Cream Cheese and Kraft Peanut Butter.
Other retained Kraft agencies are DraftFCB, on Chips Ahoy! and Oreo, and Publicis Mojo, on Cadbury Bitesize and Cadbury Creme Egg.
On Droga5, Banfield commented: “We are confident we will work very well together. The creative and strategic approach they demonstrated throughout the four phases of our agency review process gives us great confidence that we are positioned to build some innovative and industry-leading marketing campaigns together.”
Droga5’s creative chairman, David Nobay said: “As Kraft Foods Australia is the category leader in confectionery, spreads and chocolate, this new partnership not only provides an opportunity to work with some of Australia’s most prominent brands, but also marks an important milestone in our evolution as an agency.”
The review was facilitated by Trinity P3.