Van den Bergh Foods has dropped Ammirati Puris Lintas from its 2m Ragu Pasta Sauce account and handed the business to Ogilvy & Mather.
O&M and APL, which had handled the account for more than ten years, battled against J Walter Thompson. All three are Van den Bergh roster agencies.
A Van den Bergh spokeswoman confirms O&M’s appointment, but adds: “There are no plans to review the advertising for any other brands.”
APL works on six other Van den Bergh brands, including Batchelors Cup A Soup, Flora and Peperami.
Van den Bergh has revamped the Ragu range by introducing new varieties, jar sizes and packaging. It is understood the relaunch is an attempt to steal market share from the brand leader, the Dolmio Pasta Sauce range, owned by Mars division Master Foods.
Dolmio’s annual sales – 55m – are more than double Ragu’s, and give it a 30 per cent share of the 154m pasta sauce market (ACNielsen).
O&M already handles three Van den Bergh brands – Crisp n’ Dry, Delight and Elmlea.
Van den Bergh Foods is launching a brand extension called Cup A Soup Extra containing pasta pieces.