CAREERS: Company CV - Kraft UK

Kraft UK is a subsidiary of Kraft Foods Inc, the second-biggest food and beverage company in the world, and operates in 63 countries.

Kraft Foods Inc operates in two major markets through Kraft Foods North America and Kraft Foods International.

The latter incorporates Europe, the Middle East and Africa, and Latin America and Asia Pacific.

Kraft UK's business spans five categories: coffee, cheese, confectionery, desserts and grocery. Its top brands include Kenco coffee, Dairylea cheese and Terry's Chocolate Orange.

In 1903, James Lewis Kraft opened a food shop in Chicago. The Kraft Cheese Company was formed in Europe in 1927. In 1985, Phillip Morris Companies Inc acquired General Foods and in 1988 bought Kraft Inc to form the world's biggest consumer products company.

Three years later, the two were merged to form Kraft General Foods Europe.

Jacobs Suchard was acquired in 1990 and in 1993, Phillip Morris combined the two to form Kraft Jacobs Suchard.

In the same year, Kraft General Foods International acquired Terry's of York and in 1994 purchased Lyons Signature, Lyons World of Coffee brands and a private label business from Allied Lyons.

In 2000, the group announced it would unite its various companies in Europe under the name Kraft Foods.

February 2003 saw its Kenco Rappor coffee brand sponsor a selection of comedy, reality and entertainment programmes on Channel Four and E4. The £1.5m deal was part of the coffee brand's 'Live now, sleep later' integrated media strategy. Sponsored shows included The Comedy Lab on terrestrial TV and Banzai on E4.

Later that month, Kraft invested £1m in a promotional link-up between Dairylea Lunchables and Cartoon Network. The activity involved on-pack promotions for the channel's Stack-a-Toon weekend.

In March, Kraft launched Philadelphia Mini Tubs - packs of four snap-off portions. The launch was supported by a £2m marketing campaign, including TV ads featuring the Philadelphia girls.

In July, Dairylea launched a TV ad created by J Walter Thompson featuring animated cows showing ways of using Dairylea as a cooking ingredient, such as adding it to pasta. The campaign originally broke in April 2003 and was the first major activity in the cheese-spread sector for five years.

In October, Dairylea Lunchables began an on-pack campaign based on The Simpsons cartoon. Billington Cartmell devised the work, which featured an instant-win competition.

Net revenue $29.7m (£16.3m)

Operating income $6.3m (£3.5m)

Employees 50,000 worldwide

(Year to December 31 2002)

Advertising agency

J Walter Thompson

Media agency

ZenithOptimedia

New media agency

Zed Media

Outdoor agency

Meridian Outdoor

Adspend (year to November 2003)

TV £8.7m

Outdoor £2.8m

Press £2.2m

Cinema £1.5m

Direct mail £129,454

Radio £192,984

Total £15.5m

Source: ACNielsen MMS

Top marketer Maria Surricchio, marketing director

UK headquarters

St George's House, Bayshill Road, Cheltenham, Gloucestershire GL50 3AE

Tel: 01242 236 101

Fax: 01295 258 015

Web site: www.kraftfoods.co.uk

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers