By Published on .

In a surprise move, Campbell Soup Co. added Young & Rubicam to the agency roster for its $250 million account last week, reshuffling its deck in a bid to be recognized as a more global marketer.

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.


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.

Most Popular
In this article: