Spark Foundry wins Campbell’s

The Publicis shop will also handle media for Pepperidge Farm and Campbell Fresh.
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Campbell Soup Company’s Canadian media business has moved to Spark Foundry following a review.

The win is part of the brand’s decision to name Publicis Groupe as its overall agency partner following a global review that began late last year.

Campbell’s previously worked with OMD on media in Canada. Some of OMD’s noteworthy media efforts on the brand included a return to TV after a two-year break from the medium as part of a mass awareness play, and an experiential/digital play with chef Matt Petit to attract more millennials to the brand.

The global review excluded Pepperidge Farm (which includes Goldfish cookies, Swirl breads and Milano cookies) and Campbell Fresh (which makes chips and salsa) from its creative purview, but those brands’ media portfolios have moved into Publicis Groupe alongside the main Campbell’s brand. Spark Foundry Canadian CEO Alastair Taylor confirmed that although Campbell Fresh does not sell products in Canada, the shop will be handling Pepperidge Farm in Canada (“My three-year-old wouldn’t forgive me if we weren’t working with Goldfish crackers,” Taylor joked to MiC).

Taylor described the Campbell’s brand as “iconic,” and said the conversations Spark engaged in very “exciting” discussions with the brand during the pitch process. This is the second win for Spark Foundry in as many weeks. Snack maker Mondelez picked Spark for its media work after two years with the Dentsu Aegis-owned Carat.

The decision to move so many of its brands under one holding company was part of a desire to “modernize its marketing model and integrate communications across disciplines,” the company said in a press release.