Magazine article Marketing

Batchelors Hires DLKW to Revitalise Cup a Soup

Magazine article Marketing

Batchelors Hires DLKW to Revitalise Cup a Soup

Article excerpt

Campbell's UK has handed Delaney Lund Knox Warren (DLKW) its pounds 7m Batchelors advertising account to rejuvenate its Cup a Soup brand.

DLKW picked up the business following a pitch against three other agencies: Rainey Kelly Campbell Roalfe/Y&R, Abbott Mead Vickers BBDO and Grey London.

It will work across Batchelors' portfolio of brands, including Cup a Soup and Super Noodles.

The account was previously handled by Mother, which parted company with the business in July after six years, due to creative differences (Marketing, July 24).

Batchelors is revitalising its Cup a Soup brand and plans to air new ads this autumn. Marketing director Tim Perman said: 'We have big plans for Cup a Soup during the next 12 months. We are planning to add another dimension to the brand through product innovation and strengthen the appeal of other favourites, such as Super Noodles.'

Cup a Soup dominates the instant soup sector, but faces increasing competition from supermarket's own-brands and the wider snacking sector. …

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