The Challenge

Reinvigorate the Pillsbury brand by making it feel more modern and relevant, while evolving the meaning of “made at home” for today’s families. The task included bringing the beloved Doughboy back to the center of the brand—giving him a new, active role in helping families create lasting memories around meals.

The Solution

We built the strategy around a key tension facing modern moms: while they want to create memorable family moments, doing so often feels complicated, expensive, and time-consuming. To help ease that burden, we repositioned the Doughboy—not just as a mascot, but as a true member of the family, integrated into everyday life. By showing how Pillsbury products make it simple to turn mealtime into memory-making time, we helped reassert the brand’s role at the heart of family life, with the Doughboy now endorsing the entire portfolio as a trusted guide.