- David Gianatasio, Adweek

Crispin Porter + Bogusky has added Kraft's Macaroni & Cheese following a review that included longtime incumbent Draftfcb, a client representative confirmed.

Kraft spent $28 million in major measured media touting its Mac & Cheese in 2009, up from $23 million the previous year, excluding online, per Nielsen.

This marks MDC-owned Crispin's debut on Kraft's roster. The Chicago office of Draftfcb spent 12 years working on the brand.

Kraft and Miami-based Crispin might seem like a strange pairing. After all, the food giant is known for its generally inoffensive and family-focused approach to advertising. And Crispin has made its mark by hatching high-profile but frequently edgy and controversial campaigns for the likes of Burger King and Domino's Pizza.

The Kraft rep doggedly dodged the issue, insisting that Crispin would bring "fresh thinking" to the table, and that Kraft looks forward to tapping into the shop's "greater creativity."

Draftfcb remains on the Kraft roster for offerings like Jell-O and Chips Ahoy, among others, though it lost the $25 million Lunchables assignment to Dentsu's mcgarrybowen last December.