PILLSBURY POPS NEW STRATEGY
By Adnews Staff
Pillsbury Canada Ltd. of Markham, Ontario is getting ready to "stop the rumble" following the launch of a new marketing strategy for its Pizza Pops brand. The new marketing direction is designed to focus on the brand's message that "Pizza Pops Stop Hunger." The "Stop the Rumble" concept includes a grassroots program, a new ad campaign, re-designed packaging, a microsite on MuchMusic.com and the launch of two new flavored Pizza Pops. Two 30-second television commercials feature a teenage creating chaos with his rumbling, empty stomach. The chaos end when the teen eats a Pizza Pop. Each spot features a talking belly button saying the tagline "Stop the rumble." Television is being supported with cinema advertising and a grassroots program from Consumer Impact Marketing Tactical Group of Toronto. The six-week program will see three specially decorated trucks, called "Street Rumblers" travel around the Greater Toronto and Ottawa areas stopping at shopping centres, movie theatres and sporting events. The Street Rumblers crew will encourage teens to participate in basketball challenges, sumo wrestling matches and Pizza Pops eating contests. Photographs of teen bellies with a "Stop the Rumble" tattoo will also be taken with the best belly of the week posted on the MuchMusic Web site. Advertising for Pillsbury Pizza Pops is done by Leo Burnett of Toronto.