Remember marshmallows, those gooey, sticky, sugary treats from your childhood? Delicious, but not a heavily advertised product. Well, marshmallows are back on the air after a long absence, thanks to Grant/Jacoby, Chicago, and Lincolnshire, Ill.-based Favorite Brands International.
A campaign, tagged "Make it Jet-Puffed perfect," breaks on broadcast and cable network and spot TV this week, asking us all to recall the joy of marshmallows.
The 30- and 15-second spots--featuring kids munching on s'mores and other marshmallow-intensive treats--are intended to illustrate the fun of making holiday treats with Favorite Brands' Jet-Puffed marshmallows, a brand the company acquired from Kraft Foods in 1995.
The spots also seek to tell moms that Jet-Puffed marshmallows will make their recipes turn out "picture perfect," said Bernie Pitzel, G/J executive creative director. A voiceover reassures viewers that Jet-Puffed marshmallows stay fresh and soft in the bag and in confections.