Pepperidge Farm has announced the launch of a new multi-million dollar television advertising campaign designed to drive sales of its iconic Milano cookie range. The light-hearted campaign titled My Yummy Secret will be featured on prime time television through the end of May and is designed to show the moments women discreetly turn to Milano cookies for those much-needed moments of “me time.”
“We know that our consumers enjoy Milano cookies during special ‘me time’ occasions and we wanted to show that strong emotional connection with our brand in this campaign,” says Suzanne Goodrich, business director, cookies.
In addition to the television advertising, Pepperidge Farm is investing in upgrading the packaging across the Milano range, to make it more contemporary and impactful on shelf. The new packaging will feature a range of colors designed to better differentiate flavors and varieties, including the recently introduced Milano Slices and Milano Melts range.
“Milano is our most popular cookie and is performing strongly. We are making a serious investment in the brand this year in order to build on that momentum and continue to surprise and delight our loyal consumers,” Goodrich says.
The playful campaign, created by Y&R NYC, is airing on primetime programs including Dancing with the Stars, Scandal, 2 Broke Girls and Hawaii Five-O, as well as on cable channels like AMC, Bravo, Food Network, HGTV and nick@nite. A second spot is slated to air later this year.
by Pepperidge Farm