• by Tanya Gazdik , July 7, 2023

Actor Hannah Waddingham has signed on as the face of Pepperidge Farm cookies, the brand’s first-ever celebrity partner. 

Best known for her role as the owner of AFC Richmond, an English soccer team, on “Ted Lasso,” Waddingham will first appear in the new campaign “Have a Little Taste.” It breaks today on YouTube, Meta, TikTok, Hulu and Epsilon Live.

Waddingham is the “very definition of class, humor, and charm and someone who knows a thing or two about ‘biscuits,’” according to a Pepperidge Farm spokesperson, a reference to the reoccurring plot line of Coach Ted Lasso baking and bringing his boss Rebecca biscuits/cookies every day. 

Over the course of the next year, the campaign will roll out across the brand's cookie portfolio and bakery categories as it continues to tap into a Millennial audience, which it sees as a “continued opportunity,” per the spokesperson. They are currently the brand’s largest demographic. 

“We know that as they are now firmly established in adulthood, they value premium snacks and are seeking products with quality ingredients and superior taste, all of which Pepperidge Farm delivers,” per the spokesperson. 

The cookies featured in the campaign, Pepperidge Farm Farmhouse Thin & Crispy Milk Chocolate Chips cookies, remain the company’s top seller and has seen significant growth over the past year. Fifty percent to the people who try the cookie buy it again, per the company.