In a surprise move, Campbell Soup has shifted its Canadian red and white soup account from Ogilvy & Mather to Backer Spielvogel Bates, both of Toronto.

Campbell’s said in a press release that the shift is part of an ‘ongoing global realignment’ and is intended to ‘contribute to efficiency and profitability.’

o&m will continue to work on other Campbell’s business in Canada, including the company’s biscuit and bakery accounts in English Canada.

According to the release, BSB will be expected to produce original creative for the Canadian market, although ‘there may be occasions where advertising for the Canadian market may be developed from models developed elsewhere.’