MacLaren gets Nestle

Nestle Canada of Toronto has reduced the number of agencies in its stable and moved responsibility for confectionery brands from Ogilvy & Mather to MacLaren:Lintas, effective Feb. 1.As a result of the new business, MacLaren:Lintas has resigned the Hershey Canada assignment...

Nestle Canada of Toronto has reduced the number of agencies in its stable and moved responsibility for confectionery brands from Ogilvy & Mather to MacLaren:Lintas, effective Feb. 1.

As a result of the new business, MacLaren:Lintas has resigned the Hershey Canada assignment and will complete all existing Hershey projects over the next three months.

Hershey will review its needs before beginning an agency search early in the new year.

The Hershey brands involved are Oh Henry, Reese, Skor and Twizzlers.

The Nestle confectionery brands include Kit Kat, Coffee Crisp and Crunch chocolate bars, Smarties and Turtles boxed chocolates.

MacLaren:Lintas already has Nestle’s pet food (Dr. Ballard’s, Friskies, Fancy Feast); nutrition and dairy (Carnation Evaporated Milk and baby foods, Coffeemate), and some beverage business.

Nestle also works with McCann-Erickson, Toronto and Marketel of Montreal, which have the Nescafe and specialty coffee business and with FCB Canada of Toronto on Stouffers, Quik and Libby’s brands.

All media buying for Nestle is handled by Optimedia, a division of FCB Canada. PS