Uh Oh: SpaghettiOs, Prego, Pace Up For Grabs

Campbell Soup To Consolidate Creative Among 'Simple Meals' Brands

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Campbell Soup Co. has issued an request for information on four brands within its simple meals division -- Prego, Pace, SpaghettiOs and Ready Meals -- with the goal of consolidating from multiple creative agencies to one.

"We're looking for a new agency model where this partner will manage a remit of work, including creative, content, digital, and social," said Megan Haney, senior manager-communications for the company.

Campbell currently works with more than four agencies across the brands up for review, she added. Longtime Campbell's partner BBDO does not work on any of the businesses.

Ms. Haney said the company is looking to bring on the new creative agency by early 2016 in order to "drive better efficiencies, better thinking, and more collaboration with us as a partner."

She declined to disclose budget information for the account.

The scope of creative work varies per brand. SpaghettiOs, for example, is 100% digital while Prego focuses on both TV and digital.

Other brands within the simple meals division (which are not up for 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 website.

This summer, Campbell announced that it will increase its digital spending to 40% of its media budget next year, up from 20% in 2015. It is also cutting its TV spending to 50% of the total budget.

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.

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