Campbell Consolidates Creative for SpaghettiOs, Prego, Pace Under Anomaly

Account Shift Does Not Include Soups

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Campbell Soup Co.
Campbell Soup Co. Credit: Campbell Soup Co.

Campbell Soup Co. has tapped Anomaly to handle creative and cross-channel engagement for its simple meals division encompassing Prego, Pace, SpaghettiOs and Ready Meals. The move consolidates the business from multiple shops to one.

"The agency will lead cross-channel engagement strategy and execution, inclusive of digital, social and experiential along brand and creative platform ideation," said Megan Haney, senior manager of communications for the company. "Our goal was to move our sauce and meals business to a one-agency model."

She added that Campbell, which is "looking for new ways to inspire a new generation of consumers to engage with our brand," felt that Anomaly's capabilities and track record for breakthrough content would help reach the company's marketing and growth objectives. Anomaly was No. 4 on Ad Age's Agency A-List this year. Representatives from the shop were not immediately available for comment.

When the RFI for the business went out last fall, Ms. Haney told Ad Age that the company was looking to consolidate to one agency to help "drive better efficiencies, better thinking and more collaboration with us as a partner." The review was handled internally.

Prior to Anomaly, Campbell worked with more than four agencies on Prego, Pace, SpaghettiOs and Ready Meals. Longtime Campbell partner BBDO did not work on any of the businesses won by Anomaly. The company will also continue working with shopper-marketing agency Mars Advertising and media firm MEC, said Ms. Haney.

Other brands within the simple meals division (which were not affected by the review) include Campbell's condensed and ready-to-serve soups; Swanson broth and stocks; Swanson canned poultry; Campbell's canned gravies, pasta and beans; and Plum Organics food and snacks, according to the company's website.

Budget information was not disclosed.

Earlier this month, Greg Shewchuk joined the company as senior VP-chief marketing and commercial officer of the Americas Simple Meals and Beverages division. Mr. Shewchuk was most recently global head of marketing and chief marketing officer at Mead Johnson Nutrition Co. Ms. Haney said Mr. Shewchuk will be leading the partnership with Anomaly.

Soup is still the biggest part of the portfolio at 34% of sales in 2015, followed by cookies and other snacks at 31%, simple meals at 21% and beverages at 14%.

Even as Campbell updates its product lineup, it expects its sales this fiscal year to be down 1% to flat. Still, that would be an improvement from a 2% decline in fiscal 2015 which stemmed in part from having one fewer week than fiscal 2014.

Campbell has been adding fresh foods and other products to its portfolio. It has added brands such as Bolthouse Farms, Plum Organics and Garden Fresh Gourmet to diversify its lineup, which already included products such as Pepperidge Farm, Prego and V8.

The marketer spent $319.7 million on total U.S. advertising in 2014, down from $361.3 million a year earlier, according to the Ad Age Datacenter.

Contributing: Jessica Wohl