With free publicity thanks to brief appearances on Seinfeld and The Rosie O'Donnell Show, Drake's Cakes have hardly needed TV commercials to maintain their cult status.
But with Jerry now noshing only in syndication, the snack cake maker is making its first paid appearance on television in nearly 10 years with a new campaign from Minneapolis agency Campbell Mithun Esty.
CME's 15-second spots for Yodels and Devil Dogs show Webster, Drake's duck mascot, foiling impostors who are trying to masquerade as the product. In one, he chases a dog dressed in a devil costume as a voiceover intones, "Nothing else is a Devil Dog." Webster appears at the end of the spots to quack "Drake's Cakes."
The spots began airing last week in New York. Though Drake's recently expanded into the Midwest, there are no plans to air the spots here, CME officials said.
CME client Interstate Bakeries Corp. bought Drake's Cakes last year.