Pepperidge Farm Goldfish Character Brought to Life in New Advertising Campaign; Television Spots Are First Chapter in Brand Update

NORWALK, Conn.--()--Jan. 10, 2005--For more than 40 years, Pepperidge Farm(R) Goldfish(R) crackers have been bringing smiles to millions of people, especially children. Now Americans will be smiling even more as they get to know the beloved character in a whole new way as the fun-shaped snack comes to life in three dimensions. The animated character, named "Finn," will be introduced today in an all new television advertising campaign.

The new Goldfish character was developed to embody the playful spirit, optimism and genuine nature of the Goldfish brand. Through fun-filled adventures, people will hear Finn talk, joke and devise plans to try to protect the tastiest of kid's snacks from being eaten by humans. He's irreverent and funny, with a little bit of soul and a whole lot of spunk.

"The Pepperidge Farm Goldfish is one of the most recognizable brand characters today," said Steve White, Vice President, Youth Snacks. "In bringing that familiar, smiling face to life, we had to make sure we were connecting with consumers in a way that was fresh without losing sight of the relationship they've had with the Goldfish icon over the years. We feel confident that kids of all ages are going to love the character as much as they love the snack."

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.

Development of the new Goldfish character took more than a year of research and exploration - including the use of some unique, non-traditional methods. Pepperidge Farm conducted market research, including a series of qualitative interviews with Moms and kids, to more fully understand the brand's essence and meaning to consumers. They responded extremely positively to Goldfish and expressed a significant emotional connection to the brand. Next, Character, a leading character development consultancy from the film industry, led a three-day session to identify the Goldfish personality, help develop the character of "Finn" and weave it into a well-crafted story. The advertising was created by BrightHouseLive in Atlanta, GA featuring animations produced by ka-chew! in Los Angeles, CA. In addition to the new advertising, the brand update will feature all new packaging, in-store and online promotions, and public relations.

40 Years of Goldfish

For more than four decades, Goldfish crackers have brought smiles to millions of faces. Some key milestones:

-- 1962 - America gets its first taste of Goldfish crackers after Pepperidge Farm founder, Margaret Rudkin, brings the recipe back from Switzerland

-- 1988 - Goldfish travel into space on board the Space Shuttle Discovery

-- 1997 - "Smiley" Goldfish is introduced, marking the first-ever product alteration since its emergence in 1962

-- 1998 - Flavor Blasted Goldfish crackers enter the world of snacking

-- 2002 - Goldfish get a bit more colorful with the launch of Goldfish Colors

-- 2004 - Goldfish Sandwich Snackers and Goldfish Crisps round out the Goldfish product line

-- 2005 - Today, Goldfish crackers are available in more than 24 different flavors and varieties

Goldfish Fun Facts

-- More than 85 billion Goldfish crackers are consumed by Americans each year. If strung head to tail, those Goldfish crackers would wrap around the earth more than 30 times.

-- 98 percent of Americans surveyed indicate that they are aware of Goldfish crackers.

-- Goldfish crackers are sold in all 50 states and in 40 countries.

-- Pepperidge Farm can produce 3,000 Goldfish crackers in less than a second.

-- The most popular Goldfish flavor is cheddar.

-- One serving of traditional Goldfish includes 55 crackers. Goldfish was the first major cracker brand to contain zero grams trans fat.

About Pepperidge Farm

Pepperidge Farm, Incorporated, based in Norwalk, Connecticut, is a leading provider of premium quality fresh bakery products, cookies, crackers, and frozen foods. Among the company's most popular products are Chocolate Chunk and Milano(R) cookies, Goldfish(R) crackers, and more than 50 varieties of fresh baked breads including Swirl, Pepperidge Farm Farmhouse(R), and Natural Whole Grain breads.

Pepperidge Farm was founded in Connecticut in 1937 by Margaret Rudkin, an entrepreneurial homemaker who began baking fresh, all-natural bread for her allergy-afflicted son. The company is now a nationwide business with 8 manufacturing facilities, almost 5,000 employees, 3,000 independent distributorships, and just over $1 billion in sales. Pepperidge Farm was acquired by Campbell Soup Company in 1961.

Contacts

DeVries Public Relations
Jen Belongia, 212-891-0462
jbelongia@devries-pr.com
or
Pepperidge Farm, Incorporated
Director, Corporate & Brand Communications
Nan Redmond, 203-846-7395
nancy_redmond@pepperidgefarm.com

Contacts

DeVries Public Relations
Jen Belongia, 212-891-0462
jbelongia@devries-pr.com
or
Pepperidge Farm, Incorporated
Director, Corporate & Brand Communications
Nan Redmond, 203-846-7395
nancy_redmond@pepperidgefarm.com