Exclusive: Leo Burnett wins Kraft business

The CPG is moving its "natural cheese" portfolio, which includes Cracker Barrel and Tex Mex, from Anomaly.

Following news this summer that Kraft has shifted its Kraft Dinner account from Anomaly to Unionstrategy can confirm that it has also moved its “natural cheese” portfolio from Anomaly to Leo Burnett.

According to a Kraft spokesperson, the portfolio includes brands such as Cracker Barrel, Tex Mex Shredded Cheese and P’tit Québec (the biggest cheese brand in the province). This is the first Kraft account for Leo Burnett.

Leo works with a number of other CPG brands and food and beverage brands, notably P&G and Coors Light.

This is the second time this year that Kraft has shifted its brands from Anomaly. Just months after bowing a new brand platform, Kraft moved its iconic KD portfolio from the upstart Toronto agency to MDC shop Union. The shift to Union was based on the agency being the right fit “right now,” according to a spokesperson from Kraft at the time. Union was already working with Philadelphia Cream Cheese and Kraft Singles at the time the account shifted.

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