Home  › Marketing › Strategies
hans-strudel

Pillsbury Toaster Strudel Says Guten Morgen With Hans Strudel and #StrudelArt

  |  August 12, 2013   |  Comments

Shooting for morning motivation and fun, the fictional mascot expands the brand’s target to millennials and includes a new website and social profiles.

Pillsbury Toaster Strudel has a new mascot, Hans Strudel, who hails from a fictional place where people are happy and eat breakfast all day. According to the brand, Strudel's goal is to "help start mornings off right by showing up at houses that need a little extra push to wake up when the alarm clock goes off."

In addition to the brand's typical mom demographic, the young Strudel and his hometown of Breakfurg also target Millennials. The campaign debuted on August 5.

To introduce Strudel to America, the brand is hosting a Breakfurg Strudel Workshop with a custom-built Strudel Dudeler in New York's Union Square on August 27 and South Street Seaport on August 28.

Toaster Strudel pastries come with packets of icing users can add after they've been warmed in the toaster.

So, powered by tweets tagged with #StrudelArt, the so-called Strudel Dudeler will "dazzle all by translating consumers' positive morning tweets into artwork drawn in icing onto actual Toaster Strudel pastries and given to people at the event," the brand says.

In addition, #StrudelArt will be photographed and uploaded to a photo gallery on the new Toaster Strudel Facebook page. As of August 8, the brand has 15,000 fans. It also launched a Twitter profile, @ToasterStrudel, in conjunction with the campaign. As of August 8, @ToasterStrudel had about 20 followers.

The brand says fans who are not in New York can participate by sending in positive morning messages that may be doodled on pastries.

What's more, the brand will launch a microsite focusing on Strudel's home country of Breakfurg on August 27. Pillsbury says consumers will be able to take virtual tours of "the cheerful place" and send postcards.

"This campaign will show a new, fun and magical side of Toaster Strudel with the creation of Hans Strudel and his homeland of Breakfurg," says John Williams, marketing manager for Pillsbury Toaster Strudel, in a prepared statement. "We think Hans and his persona will appeal to parents and teens in the household, giving them a little extra motivation in the morning."

Citing a study by market research firm Mintel, the brand says 8 to 12 percent of school-aged kids skip breakfast - a figure that grows as high as 20 to 30 percent by the time children become adolescents.

"Breakfast is an important part of the day and with teens in the household, this time often feels hectic and rushed. Our goal is to help get people's mornings moving and started off right with a warm Toaster Strudel pastry," says Williams.

Strudel will also be featured in three TV commercials.

Pillsbury Toaster Strudel is a General Mills brand.

A General Mills rep did not respond to a request for comment.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...