Campbell's is making what the company calls a "sizable" investment to support recently acquired and newly launched snack brands including, Cape Cod Chips, Kettle Brand Potato Chips, Snyder’s of Hanover, and Goldfish Epic Crunch. The new campaigns come one year after the company's acquisition of Snyder's-Lance's roster of brand's.
However, while Campbell's is opening up its pocketbook to advertise and hopefully sell more snacks, the company is also relying on synergies across all brand's in its snack portfolio to both save money and leverage creative and product development.
"Over the last six months, the snacks team has put in significant work to position these brands for long term success, including building foundational brand insights, unique product positioning, renovation and innovation, and smart new marketing campaigns," said Campbell's CEO Mark Clouse during a call with analysts. "We have strong plans in place in the back half of fiscal 2019 and I'm looking forward to seeing these brands flourish behind accelerated innovation and increased marketing."
The creative, developed with VMLY&R, is designed to support each individual brand. A common thread: all rely on humor.
Kettle Brand's “No small flavors. No small potatoes” is the first new creative in 10 years for the brand and uses animation to delve into the company's history as well as take viewers on a "flavor journey" around the world. Sample the work here and here.
Cape Cod's first real media campaign in the brand's 40-year history includes a spot that opens with a
woman dreamingly escaping from her world after eating a chip before the camera pulls back to reveal the ocean breeze is really just man with a water hose. The campaign's tagline states “When
your hand’s in the bag, your head’s in the Cape.”
Snyder’s of Hanover celebrates its crunch with the “Make Some Noise” campaign that includes three spots, “Hiding,” “Silent,” and “Working,” by each featuring different settings where people can eat these products. Working from Home features baffled office workers trying to figure out the consistent chomping sound via a teleconference line before a remote worker is shown snacking on the pretzels.
Campbell's Pepperidge Farm is launching its new Goldfish brand extension Goldfish Epic Crunch. The product was initially developed by Campbell's Pepperidge Farm R&D unit and then made in a Snyder's-Lance bakery. The launch campaign is anchored by the Goldfish brand's existing "Heroes" storyline that uses goldfish-shaped headed action stars interacting with each other. This new spot, entitled “New Guy” runs on children-focused advertising platforms, with Goldfish also sponsoring the Nickelodeon Kid’s Choice Awards.
All campaigns are airing across regional and national networks, and have online and social components as well.
"The beauty of each of these brands is that they really have target consumers that love and respect the product, and video is still one of the best ways to reach and engage with that audience," says Karen Marks, vice president of Integrated Marketing at Campbell Snacks.
"Video provides sound, site and motion, and we really believe that marketing and advertising is critical to brand perception and meaning in the marketplace. We can only hope that more and more consumers of all ages will love multiple products."