Tasty Baking returns to TV advertising strategy

by Jeff Gelski
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PHILADELPHIA — For the first time in more than 10 years, Tasty Baking Co. is running televison commercials to market its Tastykake line of sweet baked goods. The ad will run through May 6 in select local network affiliates and cable channels in the Philadelphia, Harrisburg-Lancaster-Lebanon-York, and Wilkes Barre-Scranton markets in Pennsylvania and in Baltimore.

Before this ad, Tastykake TV advertising had never run outside of the Philadelphia market.

"Tastykake has a long, rich heritage of providing high quality treats to families throughout the mid-Atlantic region of the country, and, more recently, as far as Ohio and Florida," said Charles P. Pizzi, president and chief executive officer of Philadelphia-based Tasty Baking.

The new TV ad features a father and son sharing a packet of Kandy Kakes. The father reminisces about sharing Tastykakes with his own father. A female voice-over closes the scene with a new marketing message of "Easy to pass on, and hard to pass up."

"It is widely recognized in the food retailing industry that women are the primary shoppers for a household," said Jon Silvon, director of marketing for Tasty Baking. "The challenge for Tastykake is that our own research indicates that males are the primary consumers of our products.

"Our objective with this new TV spot was to create a family-focused concept that resonates with both men and women. To ensure that our message is directed at our target audience, we selected media placement in the schedules of local affiliate general programming and cable channels with a high percentage of male viewers like ESPN, Comedy Central and Spike TV."

The Tastykake line includes spongecake Krimpets, chocolate-covered Kandy Kakes, baked fresh fruit and cream pies and donuts.

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