Toblerone review will show which creative agencies stand to inherit Mondelez riches

Kraft is reported to be reviewing its Toblerone account, presumably as part of the restructuring which will see its snacks business (mainly confectionery) hived off into new company Mondelez next year. Its current agency is WPP’s Ogilvy and before that it was Y&R, also now owned by WPP.

It’s fair to say that Toblerone’s advertising has failed to sparkle for, well, for ever. The only remotely memorable campaign was this jingles job from decades ago (at least there was an idea).

In the US Kraft has profited recently from hiring a series of smaller creative agencies to work on its business, most notably Droga5. Another such is Crispin Porter+Bogusky whose new European hub in London has been charged with reviving another big European chocolate brand, Milka.

Mondelez’s biggest chocolate brand is Cadbury which Kraft bought for £12bn a couple of years ago. Cadbury is shared by Publicis Groupe’s Fallon and Saatchi & Saatchi these days (effectively the same agency in the UK). Fallon produced the multi-award winning ‘Gorilla’ ad for Cadbury’s Dairy Milk although that was five years ago now.

So Mondelez’s choice of the new Toblerone agency will be significant. Will it take the US Kraft route of hiring a roster of creative shops or find one agency and stick with it? The US food business has also added Wieden+Kennedy to its roster, handling Velveeta, although its debut work has not been as warmly received as Droga5’s. It would be strange if these two creative high-flyers were not part of Mondelez’s Toblerone review.

Unless, of course, the new Kraft and Mondelez companies (current Kraft CEO Irene Rosenfeld is to head Mondelez) succumb to turf wars (not unknown in such circumstances) and force their favourite agencies to choose between them.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.