Christmas, Hanukkah, Kwanza or whatever you identify with came early for mcgarrybowen as Chief Creative Officer, Kurt Fries, posted on Linkedin that the agency had won The Planters Peanuts account from Leo Burnett. An agency spokeswoman confirmed the move to the Reel this afternoon.
Mcgarrybowen President Laurel Flatt was clearly happy with the decision. “This was truly a passion project for us,” adding “We are delighted to partner with the clients on this wonderfully iconic brand.”
In late 2014, Kraft consolidated many of its brands with Burnett, CP+B, Taxi and mcgarrybowen. At the time, Burnett was seen as the big winner as the agency took on creative duties for Planter’s, Philadelphia Cream Cheese, Cool Whip among others. TBWA\Chiat\Day created campaigns for Planters as recently as 2015.
It is not known if there was an actual formal review for the CPG giant Kraft-Heinz brand, but it is confirmed that the agency will handle creative duties.
According to the latest from Kantar Media, Kraft-Heinz spent $41 million promoting Planters brand in 2016 and just under $27 million during the first six months of 2017.
Somebody pass the honey-roasted peanuts.