Chewin’ It Old School

Goldenberg’s Peanut Chews

Creating a City of Brotherly Love Affair with a Classic Candy.

  • Brand Development
  • Creative Content
  • Web Development
  • TV
  • Radio
  • Digital
  • POS
  • Out-of-Home

Challenge

Goldenberg’s Peanut Chews is an iconic Philadelphia candy that has been made in the city since 1917. As the brand rolled-out nationally and with tweaked packaging, customers in their most loyal hometown market felt confused, disconnected – and sales plummeted.

Strategy

Reinforce the candy’s roots in the City of Brotherly Love and remind Philly-area consumers that their favorite local candy treat was alive and well. Reclaim the city one neighborhood at a time with targeted messages reminding folks that Peanut Chews were “Philly born and bred.”

Solution

We blanketed the city with messages like, “We were on South Street when it was punk” and brought-in famed Eaqles quarterback Ron “Jaws” Jaworski to star in our “Chewin’ it Old School“ TV campaign. And we do mean blanket…TV, outdoor, radio, digital display, POS materials and shareable videos – we even produced a Chew-Finder app and smartphone game.

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Impact

Within six months of the campaign’s launch, sales spiked by +26%, they dominated chocolate sales in the region’s Wawa convenience stores and even had a write-up in the New York Times. How sweet is that?