Promo Spotlight: Pepperidge breaks out first tour

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Marketer: Pepperidge Farm

Effort: Miles of Smiles Tour

Agency: College Kit, Hanover, N.H., and CRN International, Hartford, Conn.

Twist: Campbell Soup Co.'s Pepperidge Farm last month launched its first-ever national tour promoting Goldfish crackers, Milano cookies and Swirl Breads. Designed to combat competition from retailers' private-label products, the tour's giant inflatables and 22-foot-tall rolling goldfish underscore the uniqueness of the shapes and flavors of Pepperidge Farm's products.

Featured: New product entries including Miniature Goldfish and Raspberry Milanos. A heavy local radio promotional program from CRN International backs the effort, with up to three live remote broadcasts at each stop and free prizes and photo opportunities with a human "goldfish."

Vital statistics: After launching in test late last fall in Seattle, the tour officially kicked off on the West Coast in January and will visit 21 cities before ending June 9 in Manhattan. Local radio disc jockeys tout the tour in each city during morning drive broadcasts; the tour is also being woven into TV coverage in some local markets.

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