The Challenge
Pillsbury needed a particular holiday campaign to appeal to a very particular market: younger women in their 20s and 30s making holiday traditions of their own for the first time. But how to seem traditional and familiar without coming across as stale and over-done?
The Solution
Say more–with less. Bright colors and festive backdrops added plenty of holiday flair, while snappy two-word headlines played with dual meanings to evoke images of holiday traditions in-the-making. The slogan “Expect good things” added an upbeat twist that said, the best is yet to come–and you can be the one to make it.
