Campbell Serves Up Kids Advertising Duties To BBDO

NEW YORK – Campbell Soup Co. has pegged BBDO to handle a new marketing initiative aimed at kids. The far-reaching assignment involves advertising, promotions and in-store programs for all established and new soup lines. Separately, BBDO was also tapped to launch three new products.
Campbell executives declined comment on the selection process, but sources said BBDO and fellow Campbell roster shop Young & Rubicam here had vied for the creative-only assignment. The client would not disclose spending.
Last week, Campbell and Nickelodeon unveiled a marketing alliance that ties certain soups to popular kids’ shows Blue’s Clues and Rugrats. As part of BBDO’s new assignment, the agency will launch a new soup featuring Rugrats-shaped pasta.
Campbell is hoping that an appeal to children will rekindle youngsters’ – and their parents’ – attachment to soup. Third quarter reported results showed the volume of soup Campbell’s shipped in the U.S. decreased 8 percent from the same period last year.
The client is looking for work that will “engage kids in the product,” said Lisa Zakrajsek, vice president of marketing for Campbell’s Red & White line. Zakrajsek said BBDO’s ads for M&Ms showed “agency expertise in the area of kids” and “an energy for that market that compliments our initiative in general.”
In addition, BBDO will launch Ready to Serve Tomato Soup, Soup to Go, and Swanson Seasoned Broth. BBDO’s ads position Campbell’s soups as a nurturing, family-oriented comfort food. The tagline is “M’m! M’m! Good for the body, good for the soul.”
Competitive Media Reporting cites Campbell’s 1997 ad budget for the soup division at about $120 million. The client said it hopes to increase ad spending.
BBDO already handles Campbell business worth roughly $100 million. Campbell Media Alliance in New York handles all media planning and buying for the company.