Pillsbury Toaster Strudel Reinvents Itself With “Das Strudel”

Pillsbury Toaster Strudel announced a new advertising campaign, shifting gears from previous years’ efforts. Spearheaded by the brand’s new ambassador, Hans Strudel, the campaign debuts August 5, with TV spots and comes to life through a New York City consumer event along with digital and social efforts.

The New Face

PILLSBURY TOASTER STRUDEL HANS STRUDELHans 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.”


Hans Strudel and his delicious Toaster Strudel pastries will be breaking into kitchens across America through three new TV commercials. Each commercial shows a snapshot of the chaos mom can experience in her morning as she works to get her family out the door—whereupon Hans shows up unexpectedly and dramatically to “Get zem going” with Toaster Strudel. Fun, surreal and memorable, the commercials show mom how every morning can be the best morning ever, thanks to Toaster Strudel.

Breakfurg Strudel Workshop

PILLSBURY TOASTER STRUDEL HANS STRUDELTo bring Hans and the Breakfurg culture to Toaster Strudel lovers everywhere, consumers can participate in the “Breakfurg Strudel Workshop,” featuring the custom-built “Strudel Dudeler” in New York City at Union Square on August 27, 2013, as well as at South Street Seaport on August 28.

Powered by tweets from fans across the country tagging #StrudelArt, the Strudel Dudeler will dazzle all by translating consumers’ positive morning tweets into artwork drawn in icing onto actual Toaster Strudel pastries and given to people at the event.

All Toaster Strudel artwork will be photographed and uploaded to a photo gallery on the Toaster Strudel Facebook page for all to see. Those not in New York City can still participate by sending positive morning messages, and everyone will have a chance to have their tweet turned into artwork on a Toaster Strudel.

Social & Digital Experience

PILLSBURY TOASTER STRUDEL PASTRIES LOGOConsumers can also engage with Toaster Strudel and Hans Strudel firsthand through unique social and digital extensions. A microsite focusing on Hans’ home country of Breakfurg will launch on August 27. Consumers will be able to take virtual tours of the cheerful place, send postcards and more.

As part of the campaign, Toaster Strudel is launching Facebook and Twitter presences. Visitors to the new social pages will find videos, photos, information about the Breakfurg Strudel Workshop and can interact with Toaster Strudel lovers everywhere.

“Breakfast is an important part of the day and with teens in the household, this time often feels hectic and rushed. Our goal is to help get people’s mornings moving and started off right with a warm Toaster Strudel pastry,” says Williams.

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.

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