MoonPie Set To Shine Bright on the Big Stage

NEW YORK - MoonPie, that down-home snack-staple of the southern U.S., is about to break out nationally. Chattanooga Bakery, creator of the original MoonPie marshmallow sandwich, has selected Big River Advertising of Richmond, Va., to launch an advertising effort for a new product—the Mini MoonPie. The first assignment is a TV campaign now in test markets in Charlotte, NC, and Birmingham and Montgomery, Ala.

“We invited six agencies to pitch their ideas to us,” said Tory Johnston, vp of marketing and business development for MoonPie. “Not only did Big River hit a home run creatively, but their strong commitment to the authenticity of MoonPie won us over.”

Titled “A Little Moon Pie Can Change the World,” the 30-second and 15-second spots show real people going about their stress-filled, hectic, over-committed lives. Amid all the noise, the ad points to the innocence of kids and the simple enjoyment of things like MoonPie.

The portrayal of the modern condition of American adults was the result of significant consumer research analyzed by Big River. The data showed a majority of Americans are looking for things that simplify their lives as well as the lives of their kids. MoonPie represents an “authentic” solution: a bite from their past.

"MoonPie is past just being a product. It's an icon," says creative director Terry Taylor. "Americans have a relationship with MoonPie that goes back over a hundred years. It's more emotional than simple nostalgia. That's what we tried to show.”

WFofR in Richmond planned and bought the media for the initial test markets.

--Staff Report

Link to article on Brandweek's website

Click here to see Quicktime versions of the MoonPie TV spots