LONDON—Kraft Foods UK has concluded its lengthy UK consumer PR review, naming five firms to the revamped roster.
The review, revealed by the Holmes Report last year, aimed to build a combined roster of agencies, following Kraft's acquisition of Cadbury. It is understood that Kraft's overall consumer PR business in the UK is worth around £6m, and is expected to increase this year.
The five selected firms are: Cake, JCPR Edelman, GolinHarris, Hill + Knowlton Strategies and PrettyGreen.
Of the five, three - Cadbury firm Pretty Green and Kraft agencies H+K and GolinHarris - are incumbents. The Red Consultancy, which also handled Cadbury business before the merger, is not on the new roster.
Cake and JCPR Edelman are new entrants to the roster, which covers the company’s brands in the chocolate, coffee, cheese and dairy, gum, and candy and biscuits categories. Each of the successful agencies will be able to pitch for business across all five of these categories.
According to Kraft head of UK external communication Tony Bilsborough, the roster “gives our brand managers the ability to call upon a range of PR skills and experience to meet their needs. We deliberately sought a blend of agencies so our marketing team had a real choice and were not simply offered five identical agencies in the future.”
The company says it intends to maintain the current roster for three years.
Earlier this month, the Holmes Report revealed a separate review designed to find an agency to handle European stakeholder relations brief related to the company’s separation into two businesses at the end of 2012.