Campbell boosts snack spending with new ad pushes
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In the other, it’s hard to give your partner the silent treatment while eating pretzels.
Some 80 percent of the campaign media spending will be devoted to TV. It’s the first big campaign for the brand since “Pretzels, Baby” from Barton F. Graf debuted in 2016.
Under Campbell’s ownership, the Cape Cod potato chip brand has grown share and earned more display space at some retailers. Now, it’s getting a sizable but undisclosed media budget for the first time and its first national TV push. The new tagline leans on the brand’s heritage: “When your hand’s in the bag, your head’s in the Cape.” The TV spot at first seems to show a woman at the beach, feeling the ocean mist on her body, then reveals she’s feeling the spray of a garden hose during her lunch break. As with Snyder’s, 80 percent of the media spending is slated for TV.
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