Campbell’s Euro rejig heralds centralisation

The Campbell Soup Company, the US grocery giant, is understood to be reviewing its pan-European media account with plans to centralise the business into one agency.

In the UK, Campbell’s uses Zenith Media for the bulk of its 8m media planning and buying, but other roster media agencies, including Saatchi & Saatchi and Young & Rubicam, may be invited to pitch.

Sources tip the review to be a head-to-head between Y&R and Zenith.

In the UK, the company’s product portfolio includes Campbell’s Condensed Soups, Campbell’s Meatballs and Fray Bentos pies.

One of the company’s best-known advertising campaigns was for its Homepride cooking sauces, through HHCL & Partners, featuring real people from ethnic communities with strong regional accents. This account switched to Y&R in March last year as part of a global realignment.

Campbell’s global head of advertising Bob Desatnick, who is based in the US, is understood to be overseeing the media review. He was unavailable for comment as Marketing Week went to press.

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