Fluffing Up a Legacy

Marshmallow Fluff | Print Advertising.  When approached by Marsmallow Fluff, a 100-year old favorite in New England, we discovered two appetizing facts about their marketing and sales; (1) There was an unknown recipe book called the “Yummy Book”, consisting of 110 delicious recipes, and (2) families used Fluff for essentially five recipes. If the obstacle holding back sales was how to increase the number of uses amongst existed customers, then this Yummy Book was going to be our pot of gold at the end of the rainbow.

Fire up the oven and get ready. One80 design brought in a chef, food stylist, photographer and we began assembling a library of beauty shots for the other 105 recipes. Our goal of the ensuing advertising campaigns: Highlight the many uses (think 105 recipes) of Marshmallow Fluff beyond the fluffernutter sandwich and encourage bakers and cooks at home to start having fun. Of course, our multiple advertising campaigns had to leverage the nostalgia that parents and grandparents associated with Fluff.