What inspires you to get baking more than a upbeat video that lays out delicious temptation in easy-to-follow steps?
Well aware of this is Pepperidge Farm, which has spun a fun video series showcasing yummy how-tos for its Puff Pastry, like the one below, posting them to Puffpastry.com, and pushing them on all things social media.
The turn the company is seeing is something of a marketing resurrection, according to what the company’s VP-Chief Marketing Officer, Chris Foley, told Ad Age.
"It was a business that was basically flat for about three years and what we've seen now is a 20 percent increase," Foley commented. "It hasn't seen this type of growth in decades."
The interesting aspect of the marketing approach is that, with a reported presence of almost 80 percent of the frozen puff pastry business, is that Ad Age notes Pepperidge really need only to remind consumers of the category to see the numbers surge.
Inspired by similar foodie how-to’s like BuzzFeed's Tasty videos, Pepperidge reports a 19.5 percent increase in the first three quarters of the fiscal year, with an emphasis on return from videos tied to holiday ideas and promotions.
Done mostly in the last six months buy in-house chefs, Foley told Ad Age he wants to see what this strategy can do for bigger Pepperidge products.
"It's very small, but its model is impacting the way we think about how we should be marketing on many of our other big brands," Folley said, expressing musings of incorporating it into the company’s Goldfish crackers, a business almost 20 times bigger than puff pastry, or Milano cookies.
Stay tuned as we continue to track the rising marketing trends and strategies that are influencing and shaping the industry.