Mondelez International has partnered with another social media titan in Facebook, months after announcing a deal with Twitter.
"Our recent campaigns with brands like Cadbury Creme Egg, Milka and Nilla Wafers demonstrated that Facebook can drive business growth, and this made us rethink our media approach," said Bonin Bough, vice president of global media and Consumer Engagement, Mondelez International.
"For the first time, we'll be able to incorporate Facebook at the core of our media investment plans.”
The agreement covers 52 countries including the UK, US, Brazil and India. It includes a joint commitment to innovation, access to research and opportunities to opt into Facebook’s beta-testing programs.
Last year, Mondelez entered a partnership with Twitter and dedicated 10% of its marketing budget on mobile platforms. It also signed a deal with Google to boost its presence on mobile platforms.