Expanding its client roster of CPG brands, Havas Chicago today announced its appointment as the new digital and social partner for Hometown Food Company’s Pillsbury Baking portfolio—specifically, the Pillsbury and Funfetti brands. The decision follows a competitive agency selection process with Havas ultimately winning the business due to its deep understanding of the category and consumer.
Havas Chicago will own strategy and creative responsibilities for the baking brands’ digital and social platforms.
“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,” said Nicole Laughlin, President & Chief Client Officer, Havas Chicago. “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.”
Havas Chicago will elevate digital and social storytelling around the brand’s reputation of bringing the latest food trends—and fun—to the kitchen. The agency will develop creative ideas for key seasonal periods including Easter, Summer, Fall Baking and Holiday.
More specifically, the team will provide day-to-day strategic counsel, new campaign development, digital media planning, social strategic management, social creative concepting, content creation and community management.
“Our team was looking for an ambitious and entrepreneurial partner that brings CPG expertise and shares our ‘roll up the sleeves’ attitude,” said Dan Anglemyer, Chief Operating Officer, Hometown Food Company. “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.”
SOURCE: Havas Chicago