The agency has been tasked with launching Kenco's Fusion line, a range of instant coffees, and with relaunching the Kenco Pure coffee brand.
Work for the Pure range, a single-country instant coffee product, will include direct and experiential marketing in stores and at events such as the Chelsea Flower Show, which takes place at the end of May.
The campaign for Fusion, an instant coffee product that includes milk and sugar, will be purely experiential and will distribute samples to office workers.
This is the first work that Arc Worldwide has been awarded by Kraft since it won a place on the food company's European promotional marketing roster last autumn. JWT will create above-the-line work on both campaigns.
About three million samples will be distributed by each of the campaigns, which kick off in May.
Last autumn, Kraft appointed Harrison Troughton Wunderman to build an on- and offline CRM programme across its brands, focusing on its hot drink portfolio.
In December, Kraft revealed a new look for Kenco when Bulletproof Design engineered the brand's first packaging redesign for 15 years.
Kraft Foods owns brands including Philadelphia, Dairylea and Terry's Chocolate Orange and Toblerone confectionery, as well as Maxwell House, Carte Noir and Tassimmo coffee brands. In 2005, the company made a net revenue of $34bn.
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