Monday, September 9, 2013

Get Zem Going : Toaster Strudel

Hans Strudel—a fictional, fun and quirky young boy from the magical place of Breakfurg, a place where people are happy and breakfast is served all day long—is the face of the campaign. His 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.

While moms are the primary target for the campaign, the brand is broadening its reach by appealing to a new audience—the millennials in the household.

"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. "We think Hans and his persona will appeal to parents and teens in the household, giving them a little extra motivation in the morning."

According to a study done by Mintel, 8 to 12 percent of all school-aged kids skip breakfast. By the time kids enter adolescence, as many as 20 to 30 percent have completely given up on breakfast. Studies state that eating breakfast boosts your energy, curbs your mid-day cravings and helps keep you at a healthy weight.  


Here is the new packaging. My youngest is convinced that the toaster strudels are "bigger" (enlarged to show detail). I like the new logo, it plays into the frosting realm. The Dough Boy is still making an appearance and the photography is a bit richer. Below is the previous packaging.

1 comment:

  1. For those people having a cow over Poppin' Fresh being replaced...he's not. Pillsbury has only attached a new mascot (Hans Strudel) to one TV ad campaign. My bet is that they won't ever bother replacing Poppin' Fresh on the newest Toaster Strudel packaging.