CASE STUDY

Objective

To encourage moms to purchase new Pillsbury products for family dinners.

Win/Win Radio Campaign

During five consecutive Thursdays, Pillsbury presented new and relevant ideas of how to turn mealtime into family fun time:

• Kid’s Valentine’s Day pizza party, cooking with kids, family movie night promotions
• Prize packs that include things like a set of four ceramic heart plates, Kids Cookbook and free movie rentals

Results

During the campaign:

• The Pillsbury product experienced an increase in both dollar sales and volume increases at key retailers
• $2–$3 ROI
• More than 50 million impressions