Generate Awareness

Heating Up Awareness for Pillsbury Oven-Baked Biscuits and Rolls

Seeking to drive awareness and sampling of two new products in its line of oven-baked breads, Pillsbury turned to Padilla Speer Beardsley to create a comprehensive public relations campaign. PSB launched “Cooking for 2,” a nationwide program to help Empty Nesters re-learn the art of cooking for a smaller household after kids leave home. Enlisting ice skater Peggy Fleming as spokesperson, Pillsbury created tips, recipes and product information, which were leveraged for multiple news angles. More than 98 million impressions resulted, nearly tripling initial goals, with mentions in the Wall Street Journal and “NBC Nightly News.” Additionally, the program’s e-newsletter garnered nearly 50,000 subscribers.