Pepperidge Farm Puts On Fresh, Fun Face

NEW YORK Pepperidge Farm is launching a multimillion dollar television and print campaign designed to “re-ignite consumer passion for the Pepperidge Farm brand.”

The campaign, created by Young & Rubicam in New York, introduces the company’s first new spokescharacter in nearly 50 years in six animated 15- and 30-second TV spots. Promoting such products as Chocolate Chunk and Milan cookies, Farmhouse and Swirl breads, Texas Toast frozen garlic bread and a new Mini cookies line, the commercials will run on network and cable. Print will appear in various regional and national publications.

The animated character was designed to personify the company’s “commitment to delivering quality taste, freshness and caring to the cookie, bread and frozen food aisles.” The new icon is only the third “spokesperson” in Pepperidge Farm’s 66-year history. The company’s founder, Margaret Rudkin, briefly assumed the role, but she stepped aside in 1956 to introduce her “neighbor” as the Pepperidge Farm deliveryman.

“We’re excited about the campaign because it not only supports individual products but does great things for the Pepperidge Farm brand,” Jay Gould, chief marketing officer of Norwalk, Conn.-based Pepperidge Farm, said in a statement. ” Our new character is proud and committed to quality which is the Pepperidge Farm tradition, but he’s also fresh and fun in a way that makes our brand and products more appealing and approachable than even before. We think consumers will look forward to seeing what he’s going to do next.”

An exact figure for the campaign’s media budget was not given.

—Brandweek staff report