The agencies either declined to comment or couldn't be
immediately reached. Campbell's says the moves aren't about cracks
in its relationships with established agencies, but rather a
marketing strategy that will put special focus on products that
emerge from the packaged goods giant's innovation pipeline -- a
priority of CEO Denise Morrison, who took the reins in late
"On the innovation front, we needed specialized focus and
attention," spokeswoman Carla Burigatto said. "We have set up our
breakthrough innovation process with small teams that are acting
like start-ups with big company resources. And we wanted our
partners and our agencies to be able work the same way."
Taxi will handle the Campbell's Go line of microwavable soup
pouches, which had been at Y&R. GSD&M will get the dinner
sauce business, which includes Campbell Skillet Sauces and
Campbell's Slow Cooker Sauces, which are expected to hit the market
soon. BBDO had been handling the Skillet brand.
As the designated agencies for the marketer's "breakthrough
innovation portfolio," Taxi and GSD&M are in good position to
land other new brands and products as they are developed, which
could lead to more business being handed to both shops. Campbell
did not conduct a formal agency review. "We are always meeting with
agencies of various sizes and skill sets over the course of the
year for various projects, and this was the result of some of those
meetings and chemistry checks," Ms. Burigatto said.
Campbell introduced the Go Soups and Skillet sauces last year in
a move to win over millennial consumers. As such, both brands have
been primarily supported with digital advertising. But on a recent
earnings call, Ms. Morrison said TV will soon become part of the
marketing mix for new products. "We have seen that in addition to
attracting Millennials and affluent consumers, the products are
having broader appeal than what we expected and that's a good
thing," she said. "So the TV advertising does make sense."
The company is one of the 100 largest advertisers in the
country, according to the Ad Age DataCenter. In 2012,
Campbell Soup Co.spent nearly $505 million on U.S. advertising
and for the past several years marketing and selling expenses as a
percent of sales have hovered around 13%.