Pepperidge Farm touts whole-grain taste

08/25/2005 | Wall Street Journal, The

Pepperidge Farm will roll out a new advertising campaign featuring its line of whole-grain breads and crackers, but instead of highlighting how healthy they are, the bakery will focus on taste. "People will buy a product once for its stated benefits, but they will never buy it again if it doesn't taste good," one consultant said.

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