Pillsbury Refrigerated Dough: Made at Home

Pillsbury, a food and grain producer, created brand love through a video campaign in the US, which shared the belief that what matters most is made at home.

Summary

Pillsbury is an iconic brand, with a nearly 150-year history of helping families make memories through food.

But, in 2017, after a 4.4 point loss in penetration, the brand realized it had lost its way. Insufficient consumer empathy had led to brand decisions that were fundamentally at odds with the values of their core consumer: Mothers in rural American families.

To reignite love for the brand, Pillsbury needed to cultivate deep consumer empathy and prove that the brand understood what mattered to them. Ethnographies uncovered the insight that home is a haven for unity in a divided world,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands