• The New York Times, Monday, October 31, 2011 9:41 AM

Pepperidge Farm on Tuesday will start promoting a new line of Stone Baked Artisan Rolls. The effort uses ZipList, the online shopping list and recipe service, to allow users who click on ads promoting the rolls to add them to an online shopping list.

Geri Allen, the manager of corporate and brand communications at Pepperidge Farm, said the campaign was intended to raise awareness of the product. “For every consumer that adds the product to the grocery list, we consider that a win,” she said.

The shopping list feature will be available on the 31 million ad impressions promoting the rolls online.

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