Local Jewish candy makes good

I remember growing up eating Goldenberg’s Peanut Chews when I visited my grandparents in Philly.  In 2003, the Bethlehem, PA-based company Just Born acquired the candy, and launched the candy nationally, altering the package to emphasize its Peanut-Chewiness, and de-emphasize the Goldenberg name and thus the Jewish family who invented the candy.

But it turns out, that wasn’t a great business move. The company is shifting gears, having launched an ad campaign re-emphasizing both the candy’s original name and its localness. Goldenberg Peanut Chews are being marketed as a local Philadelphia institution, tugging on our nostalgia heartstrings, perhaps trading on foodies’ obsession with local food, and projecting an image of authenticity. (And if you are going for an authentic Goldenberg Peanut Chew experience, forget the new-fangled “milk chocolatey” flavor.)

Here’s an example of the new ad campaign:


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  1. pjdalmasy

     /  February 4, 2012

    After sadly missing out on Goldenberg’s last Thursday night before boarding the BoltBus to Boston, I finally was able to find these Peanut Chews. Apparently, Rite-Aid and Wawa are the two major retailers that you can find these at. Acme near my house on East Passyunk also carries them. It took me a long time to come across these and I must say that I liked the chewiness and texture. I didn’t expect them to be so chewy. I do want to try the Milk Chocolate ones next, but the Originals were good.

    What do Philadelphians think of the new ad campaign?

  2. steve nepa

     /  February 9, 2012

    Hi Carly, Yeah, I like their campaign of “authenticity,” even though authenticity (in principle) can make me sick. Saw one ad this morning shrugging off the “Avenue of the Arts” moniker that was affixed to Broad St. The sentiment goes something like this: those who eat the peanut chews would never sink so low as to call Broad Street “the Avenue of the Arts,” something conceived to appeal to the B&T crowd, right? And while we’re at it, who in the hell allowed Pattison Ave. to be renamed “AT&T Station?” Does everything need a f$@%ing branding strategy?


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