Campbell's: Campbell Snacks product campaigns by VMLY&R

Agency: VMLY&R
Client: Campbell's
Date: Mar 2019
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Campbell is launching four ad campaigns for its crunchy snack brands, including Cape Cod Chips, Kettle Brand Potato Chips, Snyder’s of Hanover, and Goldfish Epic Crunch, which were developed in partnership with creative partner, VMLY&R.

For the first time in Cape Cod’s nearly 40-year history, a large media budget will support the new campaign, ‘When your hand’s in the bag, your head’s in the Cape.’ This campaign for the potato chip brand is aimed at the emotional payoff and blissful feeling of escaping to the Cape whenever the chips are enjoyed, regardless of time or place, as the first humorous effort of a woman eating chips in a mist displays.

Kettle Brand’s campaign, ‘No small flavors. No small potatoes,’ features two animated advertisements with central characters on a flavor journey around the world, exploring the real ingredients that inspire Kettle Brand’s Flavored Chips. The spots were created to capture a brand that’s stayed true to its heritage and is now able to tell that from-the-earth story more broadly. In the 10-plus years since Kettle Brand last launched a creative campaign, the chip maker has also launched the Tater Tracker, connecting consumers to the farm that grew their potatoes.

Pretzel brand Snyder’s of Hanover is launching its new campaign, ‘Make Some Noise,’ which includes three spots, ‘Hiding,’ ‘Silent,’ and ‘Working,’ featuring different Snyder’s of Hanover products in family, home, and work settings. The campaign slogan is tied to the crunch of its pretzels, emphasized through the context of each advertisement – someone crunching away at a mouthful of pretzels.

Goldfish, the fish-shaped snack cracker, is supporting the launch of its new product, Goldfish Epic Crunch, with a new spot in the ‘Heroes’ campaign, which was introduced last May. The superhero-style animated spot, ‘New Guy’ is running on children-focused advertising platforms and will appear as a sponsor the Nickelodeon Kid’s Choice Awards.

Credits

GOLDFISH BRAND

VMLY&R:

Creative/Production:

Jason Xenopoulos: CEO, NY & NA Chief Creative Officer

Eric Glickman: Executive Creative Director

Marissa Lando: Producer

Eric Ackley: Director of Experience Design

Theresa Notartomaso: Executive Music Producer

Stacy Kallan: Director of Business Affairs

Janet Muentes: Business Manager

Account/PM/Strategy:

Kelly Considine: Managing Director

Maxx Kanter: Associate Account Director

Wyatt Smith: Assistant Account Executive

Fernando Martinez: Senior Digital Project Manager

Production Company:

Stoopid Buddies Studios

Director:

John Harvatine IV, David Brooks

DP:

Helder Sun

Producer:

Leigh Kelly

Production Coordinator:

Jessica Campbell

Shoot Dates:

October 29th 2018-November 6th, 2018

Shoot Location:

Burbank, CA

Post Production Credits

Editorial Company:

Stoopid Buddies Studios

Post Facility:

Technicolor

Colorist:

Stephen P. Arkle

Audio Studio Facility:

The Sound Distillery

Sound Engineer:

Glenn Navia

Producer:

Nate Brailer

KETTLE BRAND

VMLY&R:

Creative/Production:

Jason Xenopoulos: CEO, NY & NA Chief Creative Officer

Eric Glickman: Executive Creative Director

Gretchen Menter: Creative Director (Copywriter)

Molly Runge: Creative Director (Art Director)

Fred Slobodin: Executive Content Producer

Eric Ackley: Director of Experience Design

Theresa Notartomaso: Executive Music Producer

Alex Allen: Associate Music producer

Stacy Kallan: Director of Business Affairs

Judith Pardo: Content Business Manager

Account/PM/Strategy:

Kelly Considine: Managing Director

Susan Min: Account Director

Anna Urick: Account Supervisor

Yulie Lee: Director of Project Management

Ethan Scott: Senior Strategist

CAPE COD BRAND

VMLY&R:

Creative/Production:

Jason Xenopoulos: CEO, NY & NA Chief Creative Officer

Eric Glickman: Executive Creative Director

Gretchen Menter: Creative Director (Copywriter)

Molly Runge: Associate Creative Director (Art Director)

Emily Lahouracade: Art Director

Allison Reuben: Copywriter

Fred Slobodin: Producer

Eric Ackley: Director of Experience Design

Theresa Notartomaso: Executive Music Producer

Stacy Kallan: Director of Business Affairs

Judith Pardo: Content Business Manager

Account/PM/Strategy:

Kelly Considine: Managing Director

Susan Min: Account Director

Anna Urick: Account Supervisor

Yulie Lee: Director of Project Management

Ethan Scott: Senior Strategist

Snyder’s of Hanover Brand

VMLY&R:

Creative/Production:

Jason Xenopoulos: CEO, NY & NA Chief Creative Officer

Eric Glickman: Executive Creative Director

Gretchen Menter: Creative Director (Copywriter)

Molly Runge: Creative Director (Art Director)

Sophie Kollaja: Copywriter

Yaiseli Gonzalez: Art Director

Joyce Roughley: Senior Content Producer

Eric Ackley: Director of Experience Design

Theresa Notartomaso: Executive Music Producer

Stacy Kallan: Director of Business Affairs

Judith Pardo: Content Business Manager

Account/PM/Strategy:

Kelly Considine: Managing Director

Susan Min: Account Director

Anna Urick: Account Supervisor

Yulie Lee: Director of Project Management

Susanne Raymond: Executive Strategy Director

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