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Cross-category line extensions drove the growth of many national brands this
year. Licensing and co-branding enabled top brands to borrow the expertise to
enter unfamiliar aisles. And licensors got the immediate recognition popular
brands enjoy.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Expenditures (millions)
1 Campbell’s Soups Campbell Soup, Camden, NJ
Bates USA/BBDO – New York
Sales: $1.807
Media Exp.: $71.2
2 Kraft Cheese Kraft Foods, Glenview, IL
Various
Sales: $1.732
Media Exp.: $83.8
3 Pillsbury Biscuits/Dough Pillsbury, Minneapolis
Leo Burnett – Chicago
Sales: $1.088
Media Exp.: $7.1
4 Lipton Loose Tea & Tea bags Thomas J.
![AW+ AW+](https://static-prod.adweek.com/wp-content/uploads/2021/11/aw-plus.png)
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