The Pillsbury Doughboy is arguably the most iconic brand mascot. But for far too long, he’s been in the background, showing up only on end cards and after thoughts. With a refreshed brand identity, we brought The Doughboy to the front of screens and gave him a seat at your table. No longer was he just a part of the baking story, he was now THE story. His newfound goal: to help make the best memories at home with you and your family.

Through TV, social, digital, print, OOH, we ensured The Doughboy’s innocent, goofy tone was represented throughout our campaign. We leaned into his iconic doughy figure to represent him in a more abstract, macro form and used bold typography and colors to emphasize his larger than life personality.

Role: Design Director / AD / Designer
GCD: Tess Nyberg / / Writer: Eric Schlauch, Jacob Guenther / / Designer: Audrey Lanners / / Art Director: Chris Corum, Laura Schmidt