Pillsbury Waffle Sticks TV
Frozen breakfast had become a commodity, with little meaningful differentiation.
Pillsbury was fourth in category share and Eggo wouldn’t “leggo” of its category dominance. Distribution was shrinking. Pillsbury needed the insight and execution to get consumers to care about their new product form.
While the category was being sustained by novelty and endless SKU’s consumers were saying, “I want more than gimmicks for breakfast.”
By mining the cultural trends of “hand-to-mouth” snacking and “The Power of Process”, as well as the timeless need for control, we forged a solution.
We created a campaign that celebrated the “dynamic of dunking”—combining the control of finger foods with the satisfaction of a warm breakfast. Taking eating out of the kitchen and dropping it into occasions where dunking would be challenging, we not only displayed a unique level of product passion, we also turned breakfast on its ear with the invitation, “Dare to Dunk”.
- The most successful new product launch in Pillsbury history, driving total sales for the franchise.
- After two weeks of airing, the Pillsbury Waffle franchise share increased 2.6 points.