General Mills:
Pillsbury

“Made At Home”

Pillsbury has been a legendary brand for more than half a century. But how could we determine whether it was still standing for the things that connected deeply with the moms of middle America today?

I undertook a significant research journey, traveling across America to the homes of the women we needed to reach. Our goal was to create a documentary about their lives. We then followed up with a national quantitative research study to verify what we heard on the ground.

The insights uncovered through this “empathy journey” inspired not only the brand strategy but the creative tagline as well – “the most important things are Made at Home.”

The Made at Home campaign launched with the first of many films, called House Rules, inspired by the real homemade signs we found the homes of our families.

Ideas into Action

Made at Home became more than a tagline or a campaign idea. It inspired a philanthropic partnership with Habitat for Humanity to build and repair homes so families in need could make more memories at home.