Y&R picked up the $20 million Chunky soup business in North America and an expected $25 million in billings for Campbell's recently acquired Erasco soup in Belgium and Germany.
That sets up Y&R and BBDO Worldwide as Campbell's two global soup agencies.
FCB LOSES TWO ACCOUNTS
Both accounts moved from Foote, Cone & Belding. But Campbell kept FCB happy in the U.S., consolidating its prepared food business at FCB/Leber Katz Partners, New York, by adding the $25 million Pace sauce account to the agency's existing Prego, V8 and Franco-American business.
The shuffle purges Temerlin McClain, Dallas, which joined the Campbell roster with the acquisition of Pace in 1994.
Campbell reviewed about a dozen multinational agencies before settling on Y&R, though the shops were not even told they were being studied.
The moves continue a series of steps to put most of Campbell's U.S. advertising with multinational agencies at the expense of smaller shops. Y&R's appointment in Germany presages similar steps overseas, where Campbell still uses a number of smaller, local agencies.
Campbell also is moving toward a globally aligned roster, with one or two agencies handling entire categories worldwide.
BBDO keeps Campbell's red-and-white soup business, the largest spender in the U.S. with an estimated $40 million, as well as Home Cookin' in North America.
Saatchi & Saatchi Advertising keeps Pepperidge Farm in North America and soups in the U.K., while Ogilvy & Mather loses its estimated $10 million Delacre biscuit business in Europe to Bates Worldwide.
Separately, FCB also was tapped to handle the estimated $10 million U.S. launch of Prego Primore, a superpremium line extension of Prego-replacing the Barilla brand-scheduled to roll out this spring.