Droga5, which won three Grand Prix at this year’s Cannes International Festival of Creativity, is arguably the agency of the moment and certainly appears to be in Kraft’s good books.
Droga5 gained its first foothold on the Kraft roster a year ago with its appointment to handle Mediterranean foods brand Athenos as part of a process, ‘Operation Spark’, in which Kraft chose a number of new agencies to work on its smaller food brands. Kraft senior marketer Dana Anderson says: “Athenos was assigned to them, and the experiment went so well that we decided to have them continue as the AOR on Athenos. As a result of their good work and the needs of the new brand, we decided to have Droga work on MilkBite.”
The Athenos work, which featured a Greek granny called her granddaughter a ‘prostitute’, caused a fair amount of controversy in the US but Kraft is being a surprisingly bold client these days.
The company says MilkBite is one of its ‘big bets’ for 2012, aiming to take the lead in the ‘dairy snacking’ category that includes yogurt bars and cheese strings.
Kraft is in the process of splitting itself into two companies, one a mature food business based around its cheese products and the other a faster-growing snack business based on its £12bn Cadbury acquisition. It’s a moot point as to which company MilkBite will eventually fit into.
If it’s snacks it will have Cadbury’s current line-up of global agencies agencies looking even more nervously over their shoulders. Droga5 has already picked up three Cadbury brands in Australia.