MRS. T’S® pierogies, the largest producer of frozen pierogies in the country, debuted the “Stuffed with the Stuff You Love” integrated creative campaign. Inspired by the boldly-flavored and widely-loved filling of MRS. T’S® pierogies, the new campaign is designed to increase brand awareness, drive trial and cultivate consumer loyalty, while highlighting the appetite appeal of the product.
Developed by Allebach Communications, the new creative, which has been validated through consumer research, underscores that what’s on the inside really counts, and that couldn’t be truer of MRS. T’S® pierogies’ filling, featuring creamy mashed potatoes, cheesy goodness and other big, bold flavors like Loaded Baked Potato and Feta & Spinach.
The new multimillion-dollar campaign, which includes a series of videos featuring friends and families enjoying delicious MRS. T’S® pierogies together will run over the course of 26 weeks. It will also feature a variety of engaging touchpoints for the consumer, including radio spots in key brand markets across terrestrial radio and Pandora, shopper marketing and in-store point-of-sale collateral, FSIs in target markets, a website refresh, experiential partnerships, and a national public relations and social media campaign.
Mrs. T’s: “The “Stuffed with the Stuff You Love” campaign celebrates the things that make us unique and our promise to deliver an authentic experience with the food and people you love,” said LeeAnn Smulligan, Director of Marketing at Mrs. T’s. “The creative has been validated through research, appealing to 81 percent of consumers, with more than three-quarters of consumers agreeing they would buy MRS. T’S® pierogies after experiencing the creative. We’re excited for the new campaign to help us forge deeper connections with our fans and further differentiate MRS. T’S® pierogies from other competitive frozen brands and products.”
Allebach Communications: “We’re thrilled to help create the next chapter for this great brand with a campaign that conveys Mrs. T’s commitment to delivering authentic experiences with food that is perfect to be enjoyed with the people you love,” said Jamie Allebach, Chief Executive & Creative Officer at Allebach Communications. “We set out to bring to life what makes MRS. T’S® pierogies so inherently special and loved – pierogies filled with so much more than just flavor. Using mouthwatering pierogy imagery to communicate Mrs. T’s high quality and big, bold flavors, the “Stuffed with the Stuff You Love” campaign positions Mrs. T’s as the perfect addition to any meal or occasion with your favorite people.”