AMV BBDO unveils first ads for Campbell's

Campbell's is stepping up efforts to make its condensed soup range

a more potent competitor to other snack foods with new advertising

featuring common household objects and their alternative uses.

The magazine campaign, backed by a £1 million spend, is the first

work by Abbott Mead Vickers BBDO since picking up the £9 million

Campbell's soup and sauces business in the UK six months ago.

The switch ended Campbell's three-year relationship with Rainey Kelly

Campbell Roalfe/Y&R and boosted its relationship with the BBDO network,

which already handles Campbell's business in the US, Canada, Mexico and


The campaign comprises ten executions in which household objects and

their alternative uses are featured alongside Campbell's recipe


The objects include a dining chair which is labelled "doorlock" and a

matchbox captioned as a "nail file".

The strategy is a response to the growing need for companies operating

in the £370 million UK soup market to innovate in order to


Andrew Slamin, the Campbell's grocery products marketing director, said:

"This campaign combines the iconic nature of Campbell's soup with the

versatility of the product to great effect.

"By using the Campbell's tradition we can continue the brand's tradition

of great advertising in a contemporary manner."

The campaign was written by Antonia Clayton, photographed by

Coppibarbieri and art directed by Simon McQueen.

Media is through Zenith.