Snacks for women usually fall into one of two undesirable buckets: low-fat but high-calorie or low-calorie but flavourless. But Pepperidge Farm cracker chips were made for the way women want to snack, with the satisfying taste and crunch of chips and the responsible snacking profile of crackers.
At-home samples were left with door hangers to drive trial and further the brand personality of the "snack that gets you," personified as the world's most caring and understanding boyfriend, riffing off the Ryan Gosling "hey girl" meme.
Sponsored e-cards humoursly poked fun at women's attitudes toward the snack options they currently have and how those can be similar to their dissatisfaction with men. Opening the e-card sent women to a cracker-chip branded e-card page where they could get a coupon for a snack that understand the way they want to indulge.
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