Work

Creative cooks have long used refrigerated crescent roll dough for unique recipe creations, but were hampered by the standard dough perforations that broke apart during baking. Their request: “Give us the same taste and flakiness, but get rid of the seams!” Enter new Pillsbury Crescent Recipe Creations, seamless dough that is convenient and versatile for recipes. To launch the product, Exponent PR created a media relations and influencer campaign for General Mills that provided engaging hands-on experiences and new recipes. The campaign sparked rich conversations about the product, created awareness and helped meet sales goals.