Brands/Advertising: Campbell's Soup "Cans" BBDO for Publicis

-Ad Age

Campbell Soup Co. has selected Publicis Groupe to handle creative and media work for many of its most well-known brands after a competitive review. The holding company will field Campbell's U.S. retail work, Canadian and Asia-Pacific creative, along with its digital, technology and consumer promotion business. Publicis will also handle media planning and buying for Campbell globally.

The appointment marks the end of the relationship between BBDO and Campbell, which dates back to 1954, making it one of the longest client-agency relationships in the ad business. BBDO declined to comment.

Campbell's media agency incumbent was WPP's MEC, which had a long-running relationship with the marketer. MEC merged with GroupM sibling media agency Maxus in 2017 into a new agency called Wavemaker. MEC's New York office was Campbell's U.S.media buying and planning agency beginning in 1999, and the agency also won international buying and planning assignments in 2006. The agency did not immediately respond to a request for comment.

Included in Publicis' scope will be Campbell's flagship soup, Chunky soup, Well Yes! soup, V8 beverages, Pace salsa, Prego sauces, Swanson broth, Spaghetti-O's pasta in the U.S. retail portfolio. The holding company will also oversee work for Campbell Company of Canada; Campbell Arnott's in Australia, New Zealand, Indonesia and Malaysia; media for Pepperidge Farm and media for Campbell Fresh.