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VMLY&R launches four campaigns for Campbell Snacks crunchy brands


By Kyle O'Brien | Creative Works Editor

March 18, 2019 | 3 min read

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.

Kettle Chips ad

Kettle Chips ad

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.’ The 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 exemplified in the first humorous ad by a woman eating chips in a mist.

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.

The Campbell Snacks campaigns will run March through September. See the work by clicking on the Creative Works box below.

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

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