Fcb Turns Kitchen Into Gridiron In New 30-Second Spot For Pillsbury

LOS ANGELES – Foote, Cone & Belding here delivers its first work for Grandmet Pillsbury Co.’s $20 million pizza snacks account with a 30-second TV spot launched nationally last week. The ad, which features Totino’s Pizza Rolls, is appearing on cable and network TV.
FCB won the Pillsbury account in June and immediately resigned its conflicting $10-15 million Bagel Bites assignment with Ore-Ida, a Boise, Idaho-based subsidiary of H.J. Heinz. The agency won the business without a review, in part because it has handled creative duties for Pillsbury’s breakfast foods division for several years.
In September, Ore-Ida selected DDB Needham’s year-old San Francisco office to handle its Bagel Bites account, following a review of several Bay Area agencies.
In FCB’s new spot, “Crunch time,” two unseen football sportscasters give a play-by-play of mom’s efforts to beat the clock and prepare snacks for three hungry kids before they burst through the kitchen door. Each “play”-the kids running through the yard, mom pulling the Totino’s Pizza Rolls out of the freezer-is tracked with a yellow marker, as in a televised football game.
At the end of the spot, one of the boys chomps down on a pizza roll as a sportscaster exclaims, “And it looks like a big win for the home team!” His partner says, “Let’s see that again,” and we see the replay-here called a “re-roll.”
“This spot tested especially well in our consumer research,” said FCB representative Tom Robbins. “It rated very high for recall and persuasion.”
“We’re trying to reach families with this spot, especially moms,” said Rob Longendyke, a Pillsbury representative.
“We want to stress the product’s convenience and show that it can be much more than a snack,” he said. “It’s a meal for people on the go.”