NORWALK, CN: DeVries PR is working with Pepperidge Farms on two campaigns, including publicity for Goldfish's new marketing campaign centering on an animated character, Finn, to debut in television ads.
Additionally the agency is working with the company on yet-to-be-disclosed new product launch, according to James Allman, DeVries president.
The Finn campaign will contain a significant PR component, said Nan Redmond, director of corporate and brand communications for Pepperidge Farm. But because the campaign is just now launching, the company is declining to provide specifics.
DeVries began work with Pepperidge Farms in December 2004. The agency last worked with Pepperidge Farms one year ago on a frozen garlic bread line.
Finn will be seen in four new 30-second ads and three 15-second spots that will run during primetime. The first two ads feature Cheddar Goldfish crackers, while the third and fourth spots highlight Goldfish Sandwich Snackers and Flavor Blasted Goldfish, respectively.
The campaign is rooted in more than a year of market research devoted to mothers and their children to gauge Pepperidge Farm's best brand connection.
The company also worked with Character, a film-industry consultancy, and BrightHouseLive, which created the advertising.