Pepperidge Farm
Goldfish

Representative work from an integrated team of agencies: VMLY&R (creative), Mars (shopper), Wavemaker (media), Hunter (PR), and internal social and innovation teams

Objectives

Increase household penetration by adding new “little kid” families (those with kids under age 6).

Marketing strategy

Through rigorous research, we realized that despite how retailer buyers categorized and merchandised the brand, that our real competitive set was not other cheesy crackers like Cheez-Its. Our “little kid” families thought of us as a great snack for their kid’s lunchbox, associating the brand in with tangerines, yoghurt and cheese sticks. The opportunity was to help the mom to use the snack as a way to demonstrate love and make their kid smile.

Results

This is still relatively new work, but so far in 2019, Goldfish cracker gains in comparable sales is offsetting weaknesses in other parts of the Campbell’s business, prompting the WSJ to state that Campbell’s is showing ”signs of a turnaround”