USA: Kraft Foods names FCB as new Jell-O ad agency
Kraft Foods, the nation's largest branded food company, announced today that it has named Foote, Cone & Belding in New York as its advertising agency for Jell-O® gelatin and puddings in the U.S. The Jell-O assignment was previously at Young & Rubicam in New York. "We sincerely value the many contributions that Y&R has made over the years to help build Jell-O into a true American icon," said Dave Johnson, Executive Vice President of Kraft Foods and President of the Beverages, Desserts and Snacks Division. "However, with so many new snack and dessert products on the market, we believe we need to explore a new strategic and creative direction for the brand. FCB has a great track record on many of our brands like Kraft Macaroni and Cheese Dinners, Di Giorno Pizza and Cool Whip Whipped Topping." The Jell-O brand includes gelatin and pudding in both dry mix and ready-to-eat varieties as well as No Bake Desserts and new Jell-O Dessert Delights Dessert Bars recently launched in several US markets. Y&R continues to work on a number of Kraft brands including Crystal Light Soft Drink Mix, General Foods International Coffees, Terry's Chocolate Orange and Toblerone Chocolate. Kraft Foods, headquartered in Northfield, IL, is the North American food business of Philip Morris Companies Inc. Kraft's Beverages, Desserts & Snacks Division is headquartered in Rye Brook, NY. For more information, visit our website at
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-food gives you the widest food market coverage.
Paid just-food members have unlimited access to all our exclusive content - including 16 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Dean Best, editor of just-food
- Unilever 2016 investor day - the top takeaways
- The key questions for digital strategists in 2017
- Wessanen's move for Spain's Biogran - analysis
- Burger King, Jollibee: foodservice focus, Nov 2016
- Have food promotions reached tipping point?
- General Mills jobs to go in business revamp
- Verlinvest, China Resources invest in Oatly
- B&G acquires pasta sauce group Victoria Fine Foods
- Japan's Nagatanien buys Chaucer Food Group
- Tyson sets up US$150m investment fund