This past spring, General Mills asked Exponent, the public relations partner of Colle+McVoy, to help launch the new Pillsbury® Crescent Recipe Creations™, a refrigerated dough similar to Pillsbury’s Original Crescent Rolls, but without the seams, making them convenient to use and versatile in recipes.
Exponent designed a campaign that provided engaging, hands-on experiences and used messaging and tactics that encouraged cooks to unleash their own creativity in the kitchen. The campaign – Easy “Wows” for Holiday Entertaining – employed a combination of traditional and new media strategies aimed at creative cooks and influencers who share and create conversations about their experiences in the kitchen. It focused on sharing tips, recipes and great ideas for how to easily entertain at home during the holidays.
The campaign reached creative cooks through one-on-one editor product recipe demonstrations, a festive product news media kit, a sampling program with VIP food editors and syndicated writers, and blogger outreach. The media kit was developed to highlight the new product information and provided editors with recipes, a VIP coupon for free product, and recipe cards featuring a signature Crescent Recipe Creations™ recipe that could be used as holiday gift tags. The blogger outreach engaged a targeted group of 60 VIP mom, food/new product, and creative cook bloggers, providing them with samples, new product news kits and recipe cards.
The Easy “Wows” for Holiday Entertaining campaign is helping build awareness for the new Crescent Recipe Creations™ during the holiday season, having garnered more than 1 million media impressions since November and generating numerous online blog postings resulting in thousands of comments.
