NORWALK, CONN., March 18, 2013—Pepperidge Farm, Inc. is excited to announce the launch of a new television advertising campaign for its iconic Milano® cookies. The playful “My Yummy SecretTM” campaign, created by Y&R NYC, celebrates times when women discreetly turn to Milano cookies for those much-needed moments of ‘me time.’
“Throughout the years, we have heard that consumers – mostly women – enjoy our Milano cookies during special ‘me time’ occasions. They feel so passionately about not sharing their beloved cookies that we wanted to capture that feeling in a fun, clever way,” 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.”
As the brand continues to evolve through an innovative advertising approach, so too does it continue to modernize its well-loved product portfolio. From the recent introduction of Milano Slices®, to unexpected flavor innovations like new Boston Cream Pie Milano Melts®, to redesigned packaging, Pepperidge Farm regularly aims to reinvent the Milano cookie experience for all of its aficionados. Added Goodrich: “Milano is by far our most popular cookie, and we are making a serious investment to support our icon brands and remain relevant to today’s consumers.”
The new campaign, directed by David Shane, debuts its first spot tonight during the “Dancing with the Stars” premiere on ABC, and episodes of “2 Broke Girls” and “Hawaii Five-O” both on 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. We are so excited about the new work as it brings a modern twist to a great brand.”
About Pepperidge Farm
Pepperidge Farm, Incorporated, based in Norwalk, Connecticut, is a leading provider of premium quality fresh bakery products, cookies, crackers, and frozen foods. Among the company’s most popular products are Sausalito® and Milano® cookies, Goldfish® and Baked Naturals® crackers, frozen Puff Pastry, frozen garlic loaves and Texas toasts, and more than 50 varieties of fresh baked breads including Pepperidge Farm® Swirl, Farmhouse and Whole Grain. The company added Ecce Panis® gourmet artisan breads to its portfolio in 2009. Pepperidge Farm was founded in Connecticut in 1937 by Margaret Rudkin, an entrepreneurial homemaker who began baking fresh, all-natural bread for her allergy-afflicted son. The company is now a nationwide business with 9 manufacturing facilities and almost 5,000 employees. Pepperidge Farm has been part of Campbell Soup Company since 1961.