CHICAGO--(BUSINESS WIRE)--Expanding its client roster of CPG brands, Havas Chicago today announced its appointment as the new digital and social partner for Hometown Food Company’s Pillsbury Baking portfolio—specifically, the Pillsbury and Funfetti brands. The decision follows a competitive agency selection process with Havas Chicago ultimately winning the business due to its deep understanding of the category and consumer. Havas Chicago will own strategy and creative responsibilities for the baking brands’ digital and social platforms.
“Pillsbury is an iconic American brand, perfectly partnered with Havas Chicago’s expertise in building meaningful American brands through craft and culture. This is a highly competitive category. We need to understand the modern kitchen and families we serve to tell a meaningful brand story that works at every part of the marketing funnel—from the shelf, back,” said Nicole Laughlin, President & Chief Client Officer, Havas Chicago. “We are committed to using our integrated approach across strategy, creative, data and digital to deliver experiences that allow Pillsbury and Funfetti to participate in culture as well as connect with their target audience of millennial moms.”
Havas Chicago will elevate digital and social storytelling around the brand’s reputation of bringing the latest food trends—and fun—to the kitchen. The agency will develop creative ideas for key seasonal periods including Easter, Summer, Fall Baking and Holiday. More specifically, the team will provide day-to-day strategic counsel, new campaign development, digital media planning, social strategic management, social creative concepting, content creation and community management.
“Our team was looking for an ambitious and entrepreneurial partner that brings CPG expertise and shares our ‘roll up the sleeves’ attitude,” said Dan Anglemyer, Chief Operating Officer, Hometown Food Company. “We have full confidence that Havas Chicago’s strategic approach and creative thinking will help to grow our iconic baking brands. We’re excited to see the results and work with Havas.”
About Hometown Food Company
Hometown Food Company, based in Chicago, IL, was formed by Brynwood Partners in August 2018. The portfolio includes the exclusive U.S. rights to the iconic Pillsbury® brand's shelf-stable baking products, including Funfetti™, along with the Hungry Jack®, White Lily®, Jim Dandy®, and Martha White® brands. Hometown expanded its portfolio of brands in October 2019 by acquiring the Arrowhead Mills® and SunSpire® brands.
About Havas Chicago
Havas Chicago is committed to building meaningful American brands through craft and culture. The agency brings an unmatched understanding of emerging consumers’ mindsets and behaviors, and a passion for embracing tomorrow’s trends shaping business and pop culture. Part of Havas Group, a leading integrated marketing communications agency and the first to be named Global Agency of the Year by both Advertising Age and Campaign in the same year, Havas Chicago fuses an independent spirit with global scale to support the network’s mission to make a meaningful difference to brands, businesses and people. Learn more on the website, or follow us on Twitter, Facebook and Instagram.