Food company Campbell’s has consolidated its &£11m media planning and buying account into Zenith Optimedia following an internal review of its media business. The planning for a number of its brands was previously handled by Naked.
The company did not invite other agencies to pitch for the business. Naked previously handled the planning for Batchelors Cup a Soup and Super Noodles, Oxo, V8, Homepride and Campbell’s.
The company is not planning any further changes to its agency roster. Its advertising is handled by Abbott Mead Vickers.BBDO and Delaney Lund Knox Warren.
Campbell’s, which bought the Batchelors brand from Unilever in 2001, is keen to increase sales in the convenience sector and last year developed portable formats of its brands. The company extended its Batchelors Super Noodles brand into a pot in an attempt to become as well known for its snack foods (MW June 24, 2004).
Last month Campbell’s relaunched V8 juice, aiming the range at families and those wanting to boost their “five-a-day” fruit and vegetable intake. Campbell’s says the range is the UK’s first mainstream 100 per cent fruit and vegetable juice brand.