The food and drinks giant plans to run a series of online and offline initiatives for its brands. HTW has initially been briefed to focus on its hot-drinks portfolio, which includes Maxwell House, Kenco and Carte Noire.
The agency will be tasked with building the web presence of the instant-coffee brands by building online communities around them and overhauling their individual websites.
Kraft also hopes to build brand loyalty through a series of direct mail campaigns and sales promotions.
The agency search was conducted through the firm's Chicago headquarters. It had originally planned to appoint three shops, but it is understood it will now appoint just one other to support HTW, which will be the lead agency.
HTW refused to comment on its appointment.
It is thought that Kraft will focus on the health credentials of its other brands. Last year, it pledged to stop marketing directly to children and it is a signatory of the Guideline Daily Amounts scheme.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)