Pillsbury Pings Havas Chicago as Digital, Social Partner

By Erik Oster Comment

Havas Chicago will be yelling “Woo-hoo!” over its latest account win.

Hometown Food Company has selected Havas Chicago as digital and social partner for its Pillsbury Baking portfolio, following a review. The agency is tasked with digital, social creative and strategy for its flagship Pillsbury brand, as well as Funfetti.

According to a statement, Havas Chicago’s category and consumer expertise helped it stand out in the competitive process.

“Pillsbury is an iconic American brand, perfectly partnered with Havas Chicago’s expertise in building meaningful American brands through craft and culture. This is a highly competitive category. We need to understand the modern kitchen and families we serve to tell a meaningful brand story that works at every part of the marketing funnel—from the shelf, back,” Havas Chicago chief client officer Nicole Laughlin said in a statement. “We are committed to using our integrated approach across strategy, creative, data and digital to deliver experiences that allow Pillsbury and Funfetti to participate in culture as well as connect with their target audience of millennial moms.”

As part of its assignment, Havas Chicago will develop creative ideas for seasonal periods including Easter, summer, fall baking and the holiday period. Havas Chicago will also provide day-to-day strategic counsel, develop new campaigns, provide digital media planning, social strategic management, social creative concepting, content creation and community management for Pillsbury. Planning is currently underway for the agency’s first campaign.

“Our team was looking for an ambitious and entrepreneurial partner that brings CPG expertise and shares our ‘roll-up-the-sleeves’ attitude,” Hometown Food Company chief operating officer Dan Anglemyer said in a statement. “We have full confidence that Havas Chicago’s strategic approach and creative thinking will help to grow our iconic baking brands. We’re excited to see the results and work with Havas.”

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