General Mills has launched a national marketing campaign for its Pillsbury brand, drawing upon the appeal of “home”.
The ‘Home Is Calling’ campaign, to hit network and cable television, cinema, radio, newspaper and online from this week, is the first campaign for the cookie, bread and biscuit brand since 2001.
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The adverts portray “real-life situations” that are relevant in the modern world, the company said.
Images include a businessman on a city street, a young woman at a train station, a boy in a library, a worker in a factory and a girl outside an elementary school.
“Pillsbury has always been about bringing people together with irresistible baked goods, and the ‘Home Is Calling’ campaign is grounded in those core values and builds on the strong emotional connection we’ve built with our consumers,” said Juliana Chugg, senior vice president, president of the Pillsbury division at General Mills.
“In this tough economy, people are telling us that home and family are more important than ever. They are staying in and eating at home more often and want it to be a positive experience, not a sacrifice.”
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By GlobalDataThe campaign debuts in movie theatres throughout the US during the opening weeks of High School Musical 3 and Madagascar 2. It can also be seen online at www.pillsbury.com.
