Labstore South Africa, shopper marketing business unit of Y&R South Africa, recently added Pillsbury, a trusted premium baking brand, to their existing General Mills portfolio.
Sandy Latouf, Senior Brand Manager, considered and consequently selected Labstore SA as a potential agency based on the great work and creative output on Old El Paso authentic Mexican meal solutions and Nature Valley original granola bars. Labstore SA secured the business on both brands in 2015, along with Häagen-Dazs ice cream after a successful three-way pitch effort.
Work on Pillsbury’s social media properties commenced earlier this month, with a 360 degree TTL campaign that will launch in June 2016.
According to Carolyn White, Managing Director of Labstore South Africa, Pillsbury is a beloved global brand with a history of respected advertising efforts, which includes the iconic ‘Doughboy’ character. “It’s a heritage that we are eager to uphold and maximise further in the year to come as we grow the brand within the category and local market,” she adds.