Mondelez appoints Francesco Vitrano to lead marketing for Cadbury

Cadbury's 'Tastes like this feels' campaign
Cadbury's 'Tastes like this feels' campaign

Mondelez International has appointed Francesco Vitrano as its top marketer for Cadbury.

He replaces Matthew Williams, taking the title of marketing activation director for tablets, bites and beverages in the UK and Ireland. 

Formerly Mondelez’s marketing manager for gum and candy, Vitrano is credited with relaunching Maynards Bassetts, Trebor and Halls. All three used Wieden & Kennedy London for their relaunch advertising. Fallon is the lead creative agency for flagship brand Cadbury Dairy Milk.

Since rejoining Mondelez in 2006 from Nestlé, Vitrano has worked in roles across Europe, including in Switzerland, Italy and Ireland, where he was marketing manager for chocolate.

Glenn Caton, category vice-president for Mondelez Northern Europe, said: "Francesco is a strong leader, with broad experience in several category marketing roles in Mondelez, including running Cadbury Ireland and our candy business in the UK." 

Williams, who was marketing activation director for chocolate, left Cadbury this month after 15 years, with no announcement about his next role. His exit came just three months after Cadbury launched its new global brand slogan: "Tastes like this feels." 

Fallon created three ads for the campaign. The first spot showed footage of a bear scratching its back on a tree to That’s The Way I Like It.  

Mondelez, then part of Kraft Foods, acquired Cadbury for £11.5bn in 2010. Earlier this year, the snacks giant revamped its advertising model to focus on new media partnerships as part of a "fearless marketing" strategy. Mondelez said it planned to concentrate on buying, developing and distributing content.

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