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.
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.”
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.