Kraft Foods is launching a first-of-its-kind milk-and-granola bar snacks line, dubbed MilkBite, and has chosen Droga5 as the creative agency for the launch, reports Advertising Age.
The snacks combine the convenience of bars and the "wholesome goodness of dairy" to fit the on-the-go lifestyles of today's consumers, said MilkBite senior brand manager Michelle Lorge.
The snacks, in Walmarts now, will roll out nationally in January.
The launch campaign will include TV, digital, social media, sampling and in-store marketing.
Independent Droga5 was already the AOR for Kraft's Athenos brand foods (its "Yiayia" TV spots for Athenos yogurt outscored other yogurt spots per Ace Metrix when they debuted in March, as reported in Marketing Daily).
Droga5 is one of the smaller agencies being employed by Kraft in an "Operation Spark" strategy to reignite sales of its smaller, "entrepreneurial" brands.