CLIENT
Pepperidge Farm, Inc.
Michael Simon, VP - General Mgr. - Snacks
Stephen White, VP - Youth Snacks
Patsy Fox, Group Mktg. Mgr. - Snacks Innovation
Olesia Matijcio, Group Mgr. - Youthful Snacks
Connie Olsen, Dir. - Brand Development & Communications
Amy Sleep, Senior Group Mktg. Mgr.
Paul Alexander, VP - Global Advertising Services - Campbell Soup Company
Kevin Parham, Dir. - G.A.S. - Campbell Soup Company
AGENCY
Adam Konowitz, SVP - Account Dir.
Maria McHugh, EVP - Dir. of Insights and Planning
Anaheeta Boyce, Account Supervisor
Jeff Maerov , VP - Creative Design
Jordan Atlas , Art Dir.
James Caporimo, Executive Creative Dir.
Shelley Diamond , EVP Managing Partner
mediaedge:cia
SUMMARY
Goldfish was a minnow in an ocean of snack brands. Outspent 4 to 1 by competitors such as Frito-Lay, the brand had to find a new way to punch above its weight. Not only did the new Goldfish campaign take the brand out of its flat growth, but within just three months we outpaced competition by 4TIMES! Our sales increased to 31% vs. YAGO in July. Our new communication model helped us reconnect with tweens and gain affinity. It was a break-through success story!
