Hostess, Pepperidge make marketing push

by Eric Schroeder
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NORWALK, CONN. — Crackers and snack cakes may not have much in common, but both Pepperidge Farm and Hostess Brands believe the categories could use a marketing push.

To help remind consumers that its crackers help make “moments,” Pepperidge has launched Goldfish Tales, a cross-platform content marketing campaign that highlights the everyday moments that the company said lead to “big smiles with the ever-loved Goldfish crackers — The Snack that Smiles Back!.”

Pepperidge is inviting parents to share their stories via an on-line digital hub, GoldfishSmiles.com. Along with their story, they must submit a family photo or scene created with Goldfish crackers to visually represent their tales. The Goldfish Tales promotion will be driven by user-generated content and offer consumers the chance to win prizes and the opportunity to possibly inspire a future Goldfish crackers ad.

In addition to potentially inspiring a future Goldfish crackers ad, all eligible consumers who submit their own tale have a chance to win a $5,000 trip anywhere in the United States.

“Goldfish Tales focuses on the consumer’s own life experience with our brand through user-generated content,” said Peter Lyons, business director, Goldfish. “We have such passionate fans, and we wanted to create an opportunity to engage with them on a deeper level. The intention is to provide families with an exciting outlet to share those special moments and fun family times with a much larger audience.”

Meanwhile, Hostess Brands is leveraging its partnership with DreamWorks Animation and the onset of the March Madness college basketball season to drive consumers to its snack cakes. To celebrate the Blu-ray and DVD release of DreamWorks Animation’s “Penguins of Madagascar,” Hostess has launched the Hostess Hoops Sweepstakes featuring its new Hostess Hoops app and limited-edition Penguins of Madagascar packaging on Twinkies, CupCakes and Donettes.

The Hostess Hoops app, which is available for download on Android and iOS devices, lets players take control of Hostess mascot Twinkie the Kid as he races against the shot clock to score as many baskets as possible. The Penguins are there to help with special power-ups and dunks that score major points.

Each download includes a Hostess coupon that may be redeemed for $1 off two boxes of Hostess products. In addition, fans can enter to win the sweepstakes’ grand prize through the app: $5,000 cash or a seven day, six night Royal Caribbean cruise for four.
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