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NEW YORK WPP’s Berlin Cameron/Red Cell is launching a regional marketing campaign highlighting improved Tastykake fruit pies, the client said.
The $2 million effort for the mid-Atlantic regions where Tastykake is sold touts 20 percent more fruit in the blueberry, apple, cherry, peach and French apple pies, according to Charlie Pizzi, CEO of the Philadelphia-based Tasty Baking Company.
The regional effort includes events such as a Tastykake Pie Patrol tour offering product samples and a pie-eating contest in Philadelphia with local sports team celebrities like the Eagles’ Hank Fraley and John Runyan and the Phillies mascot, the Phillie Phanatic.
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