HUMPTY DUMPTY SNACK FOODS TELLS NEW TALE
By Adnews Staff
Humpty Dumpty Snack Foods Inc. of Kitchener, Ontario, formerly Small Fry Snack Foods Ltd., has launched a new marketing campaign targeting teenagers. The campaign is designed to reconnect the brand with a youth audience following the company's change of name. Small Fry Snack Foods acquired the U.S. Humpty Dumpty trademark in January and became the North American marketer of the brand. The new campaign kicked-off in mid-March to reposition the brand and introduce the new look of the company, said Lynda Murray, vice president of marketing at Humpty Dumpty Snack Foods. The campaign was created by Sparks Communication of Kitchener, Ontario and is running in Ontario, Quebec and Atlantic Canada. Humpty Dumpty debuted a new logo, redesigned packaging and two new 30-second television commercials which will run until July. The tagline being used is "Go For It." In addition, the company is launching a Web site next month which will feature chat rooms and online promotions targeting teenagers.