Pepperidge Farm Dives After Imposters Pepperidge Farm needed a business-to-business ad directed at their foodservice audience. Willis worked to: Design an ad to address the issue of a company that was trying to imitate the Pepperidge Farm Goldfish product. Emphasize the quality of the original product using the concept of "fools gold" versus "real gold" to help the customer identify the imitation. Eliminate the competition, as the company eventually sold out to Pepperidge Farm.

Close Window