Abbott Mead Vickers BBDO has picked up pounds 9 million worth of Campbell's soup and sauces business, after the US food giant's decision to centralise its global business into BBDO ended its three-year relationship with Rainey Kelly Campbell Roalfe/Y&R in the UK.
Campbell cited the need for a 'fresh creative approach' as the reason for splitting with Rainey Kelly and aligning with the BBDO network which already handles Campbell in the US, Canada, Mexico and Australia. Media buying remains with Zenith.
The win also makes AMV favourite to acquire the accounts for both the Oxo and Batchelors brands which Campbells purchased from Unilever last year.
AMV did not pitch formally for the business, but was awarded it after being invited by Campbell to present its views about the direction in which the brands were moving.
Products include Campbell's soup and the Homepride brands, Soup In A Bottle and Pasta Bakes.
The agency switch comes as pressure grows on companies operating in the pounds 370 million UK soup market to innovate and compete against a wide variety of snack food alternatives on supermarket shelves. Condensed soup now accounts for only a small percentage of Campbell's range.
Campbell said the change reflected no dissatisfaction with Rainey Kelly but was the result of an ongoing review of its agency relationships.
AMV's first print work for Campbell, as well as new TV advertising for Homepride, is expected to appear within the next two months. Fred the Flour grader, one of the UK's most recognisable advertising icons, will still continue to play a central role in the new work.
AMV is thought likely to be assigned Oxo - which enjoyed a long and famous relationship with J. Walter Thompson - when Campbell takes full control of the brand in a few months' time.
The agency is also favourite to take on Batchelors, which includes Cup A Soup and Super Noodles. The business is currently at Lowe Lintas, a long-time Unilever roster shop, but is unlikely to remain there following the brand's sale to Campbell.