Images of Cape Cod snapped by photographer and film producer Joel Meyerowitz will be used in Irma S. Mann, Strategic Marketing's first ad campaign for Cape Cod Potato Chips.
The campaign from the Boston agency is built around the line, "You can almost taste the salt air. But it helps if you open the bag." An effort was made to forge a link "between the product and all these positive emotions that are derived from Cape Cod," said Janet Eason, senior vice president/account planning and media services at ISM.
The push features posters, bus panels and wraps and radio spots, which will be tested this spring and summer in Hartford, Conn., with a wider rollout planned for late summer.