BBDO gets in the door with Backer's Campbell account By Alison Fahe

NEW YORK--Campbell Soup Co. is considering consolidating its entire $50-million-plus soup business at one of its existing soup agencies, Backer S

One source said the Camden, N.J.-based soup giant is talking to the two New York agencies about a “sizable soup account” that could include the red-and-white soup business, currently handled by BSB and worth about $30 million.
One source said BBDO saw an opening to make a play for more Campbell business with the arrival of Marty Thrasher, vp/soup sector, who recently joined Campbell.
However, another source said the account up for grabs is a new piece of business, along the lines of a corporate soup account.
The objective, said the source, would be to create an umbrella campaign for different Campbell soup lines. Under that scenario, the flagship red-and-white label would play a key role.
Gary Moss, Campbell’s vp/marketing communications, is known to be a proponent of corporate advertising. He could not be reached for comment.
Campbell executives could not be reached last Friday and executives from both BBDO and BSB declined to comment.
Both agencies recently made presentations to David Johnson, Campbell’s president and chief executive.
Along with red-and-white soups, BSB handles the $6-million Healthy Choice soup account. BBDO handles the $10-million Chunky soup account among other, smaller soup lines. It is believed that Ogilvy & Mather, which has Campbell’s Pepperidge Farm business, is not participating in the review.
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