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The Pepperidge Farm brand has launched a new television advertising campaign, “My Yummy Secret,” in support of its line of Milano cookies.
“Throughout the years, we have heard that consumers – mostly women – enjoy our Milano cookies during special ‘me time’ occasions,” said Suzanne Goodrich, business director, Cookies. “The new campaign showcases the strong emotional connection that consumers have with our brand and lightheartedly showcases a behavior that already exists among our cookie-loving fans.”
The spot debuted on ABC and CBS as well as on major cable stations. The ads will run through May with a second spot slated to air later this year. “We found that many women hide their Milano cookies, keeping them all for themselves,” said James Caporimo, executive creator director, Y&R NYC. “So the idea of a misdirect, brilliantly crafted so it’s all in the viewer’s mind, seemed perfect.”
In addition to its new advertising approach, Pepperidge Farm continues to modernize its product portfolio with the introduction of Milano Slices, new flavor innovations like Boston Cream Pie Milano Melts, as well as redesigned packaging. “Milano is by far our most popular cookie,” Goodrich added, “and we are making a serious investment to support our icon brands and remain relevant to today’s consumers.”
Norwalk, Conn.-based Pepperidge Farm is a leading provider of fresh bakery products, cookies, crackers and frozen foods.