Kraft borrows InBev model in plotting play for Cadbury

Mullman, Jeremy; York, Emily Bryson
September 2009
Advertising Age;9/14/2009, Vol. 80 Issue 30, p8
Trade Publication
The article discusses Kraft Inc.'s public relations campaign for its proposed $16.8 billion acquisition of British confectioner Cadbury PLC. The company is attempting to convince Cadbury stockholders that the deal is in their interests despite the fact the offer was rejected by the board of directors. Kraft is employing the public relations firm Brunswick Group, who advised brewery InBev in its successful takeover of Anheuser-Busch.


Related Articles

  • WHAT A KRAFT/CADBURY MIX COULD LOOK LIKE. York, Emily Bryson // Advertising Age;9/14/2009, Vol. 80 Issue 30, p6 

    A chart is presented on advertising agency finance related to the proposed merger of Kraft Foods and candy company Cadbury.

  • Cadbury rejigs pack buying to fight Kraft. Goldstein, Simeon // Packaging News;Jan2010, p3 

    The article reports on the plan of Cadbury PLC to review it packaging procurement in an effort to boost profitability and as a part of its fight against Kraft Inc.'s bid to buy the company.

  • CADBURY FACES THE FUTURE WITH KRAFT.  // Caterer & Hotelkeeper;1/29/2010, Vol. 200 Issue 4612, p50 

    The article reports that the board of directors of Cadbury has approved the take over bid by Kraft Inc.

  • Kraft winds up the victor in lengthy battle for Cadbury.  // Chain Drug Review;2/12/2010, Vol. 32 Issue 4, p17 

    The article reports on the acquisition of Cadbury PLC by Kraft Foods Inc. to expand its footprint in emerging markets and distribution of the supply chain.

  • Where is passion for Cadbury? Clare, Jonathan // PRWeek (London);9/18/2009, p9 

    The author comments on the lack of protests against the bid of Kraft for Cadbury. The author recounts the defence mounted by Citigate against chocolatier Jacob Suchard in 1988. He believes that Kraft will either be forced to raise its offer or someone else will come in. He says the reason there...

  • Kraft unwraps Cadbury's savings. Kanter, Jake // Supply Management;2/4/2010, Vol. 15 Issue 3, p6 

    The article reports on the large procurement savings gained by the Kraft Foods Inc. following its acquisition of Cadbury PLC for 11.9 billion pounds.

  • Kraft Investing in Emerging Markets, Using Cadbury.  // Food Processing (00156523);Sep2010, Vol. 71 Issue 9, p12 

    The article reports that Kraft Foods Inc. has increased its sales after it used the influence of the former Cadbury PLC in expanding the corporation.

  • Sweeter times at Kraft. MACARTHUR, KATE // Crain's Chicago Business;5/9/2011, Vol. 34 Issue 19, p0001 

    The article focuses on Kraft Foods Inc. chief executive officer (CEO) Irene B. Rosenfeld's acquisition of Cadbury PLC. It states that the acquisition is a part of her effort to increase Kraft's sales and earnings by increasing Kraft's share in the global gum and candy industry. The increased in...

  • Cadbury Accepts Kraft's Latest Offer.  // Candy Industry;Feb2010, Vol. 175 Issue 2, p8 

    The article reports that Cadbury PLC has accepted the revised bid of 19.5 billion dollars offered by Kraft Inc. to acquire the company. The deal has been approved by Cadbury's shareholders on February 2, 2010 which makes Kraft Inc. the world leader in chocolate and second in the gum industry....


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics