Batchelors, which owns brands including Cup-a-Soup, Super Noodles and Fray Bentos, appointed DLKW following a review which was handled by Agency Assessments. The roster agencies Abbott Mead Vickers BBDO and Rainey Kelly Campbell Roalfe/Y&R pitched for the account, as well as Grey London.
The incumbent, Mother, parted company with Batchelors in July citing creative differences. The move ended a six-year relationship that had yielded much-vaunted work such as "face off" for Super Noodles and "marathon" for Cup-a-Soup.
"During the review process we were bowled over by the creativity demonstrated by all the agencies we spoke to," Tim Perman, the marketing director at Batchelors' parent, Campbell's UK, said. "It was a tough decision, but DLKW showed terrific insight into our consumers and came up with some great ideas."
Perman asked the competing agencies to concentrate on ideas for an autumn TV campaign for Cup-a-Soup, which has sales of around £50 million a year.
Perman said: "We've got big plans for Cup-a-Soup during the next 12 months. We are planning to add a new dimension to the brand through product innovation. We also want to strengthen the appeal of other Batchelors favourites such as Super Noodles."
Separately, DLKW has secured the brief for the relaunch of Vauxhall's Astra marque. Vauxhall is putting three ideas into research to determine the advertising route it will follow. None of these ideas is from Lowe.
The agency won the Astra account from Lowe in September last year. However, it is Vauxhall policy to call a pitch between its roster agencies for each car launch.