Pepperidge steps up investment in Milano brand
March 26, 2013
by Eric Schroeder
NORWALK, CONN. — Pepperidge Farm, Inc. has launched a multi-million dollar television advertising campaign designed to drive sales of its iconic Milano cookie range. The campaign titled “My Yummy Secret” will be featured on prime time television through the end of May and, according to Pepperidge, “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,” said Suzanne Goodrich, business director for 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,” Ms. Goodrich said. “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.”
Pepperidge said the campaign will air on primetime programs such as “Dancing with the Stars,” “Scandal,” “2 Broke Girls” and “Hawaii Five-O,” as well as on cable channels such as AMC, Bravo, Food Network, HGTV and nick@nite. A second spot is slated to air later this year.