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.
Advertising includes radio and outdoor. Tastykake pies retail for about 79 cents.
New York-based Berlin Cameron won the business without a review from incumbent The Weightman Group in Philadelphia in March.