PILLSBURY HOILDAY TRADITIONS

Jr. Bake-Off
Challenge
Courtney Spencer, Abisoluwa Akinboboye, Colton
Fenner, and Ahliyah Gavin
About Pillsbury
Pillsbury

Founded: 1869
Named the 3rd most loved food brand
1967 and 1983 Pillsbury acquired Burger King
and Haagen-Dazs
2001 General Mills bought Pillsbury, forming
the fourth largest food company in the world
About the

Pillsbury Bake-off

Founded in 1949 to celebrate Pillsbury's 80th

birthday and to promote Pillsbury baking flour
100 finalists compete in person for a grand prize
of $50,000-$100,000
Contestants must be 21 or older and an amateur
baker
Fun Facts

Their crescent rolls are vegan

Pillsbury Dough boy was originally named
Poppin Fresh
Target Audiences
 Children
8-21
Likley to bake with family
this holiday season, and
have used (or family has
used) Pillsbury before.

Parents
25-50
Want to get their kids to
bake with them this holiday
season, and have used
Pillsbury before.
FACE B O O K TWIT T E R INST A G R A M YOUT U B E
4,712,071 likes 24.2k tweets  862 posts  43.4K subscribers 
~10 posts per day 148k followers  370k followers  Recipes 
Average customer 1714 likes 199 following Video duration between
interaction 15 sec to 1:30 min
 WEAKNESSES
STRENGTHS
Online voting has not

S W
Bake-Off 50th been successful before.
Anniversary More people eat out or
Popular brand buy pre-made foods.
Vegan products

OPPORTUNITIES THREATS
Social Media can bring Competitors
in more people to the
50th bake-off
Pillsbury's easy to make
O T Increased concerns for
healthy foods.
Reduced interest in
products can attract baking
people who like pre-
made foods and eat out
more.
Outline of the Campaign
This is the 50th annual Pillsbury Bake-Off
In November we will ask for video
submissions from kids 21 and under, showing
their original recipe that includes Pillsbury
and to post it to YouTube.
Candidates will be narrowed down to the top
30 by December and be invited to compete in
NYC, which will be live-streamed.
Judging will include Paul Hollywood, with
hosts Comedians Rhett and Link.
Winners get:
First Place-$50,000
Second and third place - $10,000
$10,000 scholarship for all 3 winners
Goals and
Objectives
Goals
To get the next generation to cook with
Pillsbury, by cooking with their family
To retain our loyal Pillsbury customers
To increase our number of loyal Pillsbury
customers
Objectives
To get parents to teach their children to cook
with Pillsbury products
 To increase our number of loyal Pillsbury
customers by 15% over a 5-10-year span
To increase the positive sentiment from 11%
to 50% during the span of the campaign
Key Message
HOLI D A Y T RADITIONS WITH
PILL S B U R Y
Supporting Message #1
Preserving Tradition by teaching your
children holiday baking recipes with
Pillsbury (encouraging them to take part in
the Jr. Bake-Off)
Key Fact: Pillsbury has been used in family
recipes since 1869
Testimonial: “I remember when my mom
first taught me to bake, and now I’m
looking forward to baking with my kids
this holiday season.”
Do not: reference old recipes as being
superior to new recipes
Supporting Message #2
New Recipes, Same Tradition (encouraging
them to take part in the Jr. Bake-Off)
Key Fact: A lot of children aren’t learning
family recipes anymore due to lack of
interest or families not teaching them. We
want to encourage baking at home for the
holidays.
Testimonial: “I never knew we had a family
pie recipe that was 6 generations old till I
asked my mom if I could help her bake for
Christmas this year!”
Do not: highlight families don’t encourage
as much baking with their children, we only
want to encourage them to bake more.
Supporting Message #3
Fun Facts-History of Pillsbury Bake-Off
Key Fact: This year is the 50th anniversary
of the competition
Testimonial: “I’ve been keeping up with the
Pillsbury Bake-Off competition for years.
It’s great to see they’re branching out and
letting the younger generation get
involved, too.”
Do not: focus primarily on the past
Supporting Message #4
How to participate in the Junior Bakeoff
Key Fact: Register online with parents’
approval
Testimonial: “I was able to help my
daughter register for the Bake-Off very
easily—it only took a few minutes!”
Do not: encourage kids to sign up by
themselves
 Timing
BEGI N S N O VEMBER 1ST

SUBM I S S I O NS CLOSE
DECE M B E R 5TH

FINA L I S T S LETTERS SENT

OUT D E C E M BER 6TH

FINA L C O N TEST
DECE M B E R 20TH
Calendar
 Opportunities

Most content will be user generated

Word-of-mouth advertising

Entrants recipes can be used again on their website, and

social media (especially Pinterest)
Metrics
Before the Campaign
Total number of mentions - 3.9K
Conversations
Sentiment:
Negative - 21%
Positive - 11%
Neutral - 68%
Gender distribution
Men, 25-34 speaking English
During and After the
Campaign
Best and worst performing posts/content
Video views
Post frequency
Click-through-rates
Reach and impressions
Effective keywords
Sentiment score
Limitations
Only using 3 platforms
Attention span during the busy holiday
season
Too many advertisements going on
Financial constraints:
Posts to many Facebook business pages
reach less than 2% of the fan audience
Thank you!