Zenith Media's video: Pillsbury General Mills USA s Rhythm of a New Morning Campaign

'Rhythm of a New Morning', the campaign behind the launch of Pillsbury's Egg Scrambles and Pillsbury Grands! Biscuit Sandwiches, aimed to drive engagement and establish Pillsbury as a leader in the competitive frozen breakfast category. A holistic, 360 approach across paid, owned and earned media was implemented as we embraced the faith and values of target consumer, "Alicia", a busy, African American mom. Leading up to the launch, a custom branded booth at the Hoodie Awards, featuring gospel duo Mary Mary, generated buzz. Extending the relationship on-air, we secured sponsorship of the finale of BET's "Sunday's Best". Further leveraging the partnership, Mary Mary's online charity, "Do Something Big", resonated with our target's passion for her community. Dancing doughboys and brand ambassadors performed a takeover of Union Station Chicago, distributing VIP coupons, driving earned media through redemption in-store. Tapping in to popular personality Wendy Williams, we developed a custom integration, enhancing consumer engagement through sampling. Online, custom Pandora station featured inspirational songs, while digital call-to-action coupons incentivized trial. In owned media, a custom game on Pillsbury's Facebook page furthered consumer involvement. The launch finished at 212% of targeted volume with five of six SKUs exceeding ACV IPP goals.