The effort supports its Milano cookie line. The playful “My Yummy Secret” campaign, via Y&R NYC, celebrates times when women discreetly turn to Milano cookies for those much-needed moments of ‘me time.’
The buy debuts its first spot 3/19 during the “Dancing with the Stars” premiere on ABC, and episodes of “2 Broke Girls” and “Hawaii Five-O” both on CBS, as well as on major cable stations. The ads will run through May with a second spot slated to air later this year.
Pepperidge Farm tells RBR-TVBR the cable was bought run-of-schedule and includes ABC Family, Bravo, Food Network, HGTV, AMC, TBS, TNT, USA, We, Style and Nick at Nite.
“We found that many women hide their Milano cookies, keeping them all for themselves,” said James Caporimo, Executive Creator Director, Y&R NYC. “So the idea of a misdirect, brilliantly crafted so it’s all in the viewer’s mind, seemed perfect. We are so excited about the new work as it brings a modern twist to a great brand.”
“Throughout the years, we have heard that consumers – mostly women – enjoy our Milano cookies during special ‘me time’ occasions. They feel so passionately about not sharing their beloved cookies that we wanted to capture that feeling in a fun, clever way,” said Suzanne Goodrich, Business Director, Cookies. “The new campaign showcases the strong emotional connection that consumers have with our brand and lightheartedly showcases a behavior that already exists among our cookie-loving fans.”