PILLSBURY BAKING WEBSITE | Every month the Pillsbury Baking site is updated to feature the month's theme with relevant articles, listacles and recipe content of the featured theme while other media drivers drive users to sign-up for additional content inspiration.


Integrated Social Campaign


Pillsbury wanted to encourage families to bake together and share their baking moments.


We created Operation Celebration, an integrated social campaign dedicated to inspiring families to bake and incentivizing them to share their family baking moments for a chance at a special surprise and delight. We introduced a new theme every month through social posts, banners, email blasts, Facebook live videos and more – sharing new recipes that inspire and nourish our audience. After users share their photos using #DoughboySurprise, we pick a few lucky winners to "Doughbomb" – photoshop the Doughboy into these pictures and share them on our channels. We'll then send them a Surprise Package filled with Pillsbury goodies and baking projects for the next month’s themes to encourage them to keep baking and sharing their creations with the Pillsbury community.


INSPIRE CONTENT | We also seed themed recipe inspiration on our social channels and other media drivers.


SURPRISE AND DELIGHT | Every month we choose several UGC thats been shared with us to "Doughbomb" then we send them box of Pillsbury goodies as a thank you for sharing with us.