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Ad agency loses Kraft Dinner after mere months

Crowds check out a Kraft Dinner KD Fun Shop located in downtown Toronto

Kevin Van Paassen/The Globe and Mail

Was it something the talking horse said?

The advertising agency that recently helped Kraft Canada build a new strategy for Kraft Dinner to target adults has lost the account just over a year after it won the business.

Kraft has shifted the business from Anomaly Toronto – which created ads featuring a talking horse exhorting stuffy adults to "let your fun out" – to Union.

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"We have a relationship with Union and the creative team there. We know what they can do and are looking forward to having them work on Kraft Dinner," a Kraft spokesperson said in an email.

Union works for Kraft on its Philadelphia Cream Cheese brand, and executive creative director and partner Lance Martin worked on its MiO brand when he was at another agency. The Kraft business was not put up for pitches, but was assigned to Union directly.

Kraft would not elaborate further on why it chose to move the business, or whether it would shift its advertising away from the "Let Your Fun Out" campaign.

It has been a restless couple of years in Canada's advertising industry, with clients changing agencies. Telus recently ended an 18-year relationship with its agency Taxi. L'Oréal Canada changed its media buying agency after 15-years with the same shop. Air Canada awarded its advertising account to JWT Canada, after 27 years working with Marketel. Four of Canada's Big Five banks changed agencies. Loblaw Cos. Ltd. recently moved its business from Bensimon Byrne to John St.

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