Mrs. T’s wanted to remind consumers about their love for Pierogies AND convince them to consider Mrs. T’s for their casual, any day get-togethers with their favorite people, and their favorite food. With a 60 year heritage built on Grandma Twardzik’s recipe (yes, there really is a Mrs. T), this new campaign needed to drive relevance and engagement among young adults.
Through extensive research, we uncovered the true brand essence of Mrs. T’s Pierogies, and in doing so, we redefined the character of the brand and then gave the brand a new voice. We brought this voice to life by combining an engaging story with a contemporary integration of typography and imagery.
• YTD consumption for Mrs. T’s Pierogies is up 2% in a Frozen category that is down 1%. • While the campaign is still new, an ad tracking study has shown positive impressions specifically related to “meets my needs” and “made me want to buy”. In addition, all key metrics related to purchase intent, equity pillars and imagery attributes are up significantly among those who have been exposed to the ad