MINNEAPOLIS, Aug. 7, 2014 /PRNewswire/ -- Pillsbury Toaster Strudel today announced the launch of its new product recipe, now made with more fruit, and corresponding "More Fruit" campaign. To reach moms and millennials where they are already playing, Toaster Strudel partnered with Halfbrick, the makers of the popular app, Fruit Ninja.
"Research shows that 75 percent of moms play video games and, in fact, gaming creates a bonding experience for families," says Polly Madsen, marketing manager for Pillsbury Toaster Strudel. "Our partnership with Fruit Ninja is a fun way to celebrate now having more fruit in every Toaster Strudel with the same great taste, and it's a natural fit because it resonates with moms and millennials."
Fruit Ninja Partnership
Toaster Strudel's partnership with Fruit Ninja comes to life in two ways—through an in-app experience and a live event in Los Angeles. Beginning August 7, Fruit Ninja players will notice Toaster Strudel through sponsored in-app challenges and videos with flying fruit that will play after each completed mission. Players will also be rewarded with Toaster Strudel coupons and other Fruit Ninja incentives.
Offline, Toaster Strudel will host the first-ever "in real life" Fruit Ninja spectacle on August 13 at The Grove in Los Angeles. At this one-of-a-kind event, fans will watch as world-renowned swordsman Isao Machii slices apples, berries, watermelons and more fruit tossed his way. During the event, attendees can sample Toaster Strudel, play Fruit Ninja Kinect, pose for photos and more.
"We're excited about our first-ever partnership with Toaster Strudel," said Phil Larsen, chief marketing officer for Halfbrick. "It's a natural way for the brand to share its 'more fruit' news with our combined fanbase."
Other Campaign News
To continue the 'more fruit' buzz, Toaster Strudel is also partnering with the Food Network this summer through an integration with the new hit show Rachel vs. Guy: Kids Cook-Off. Along with print, digital, mobile, online sweepstakes and social extensions, 60-second Toaster Strudel "More Fruit" vignettes will run during the show in which teens will be challenged to whip up recipes with Toaster Strudel and real fruit.
Starting August 4, 2014, a Toaster Strudel TV spot featuring the brand's spokes-character Hans Strudel will be airing across America. To emphasize the "More Fruit" messaging, each commercial shows how Toaster Strudel can help Mom get her morning moving.
About General Mills
General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2014 worldwide sales of US $17.9 billion.
 A 2013 report from the Entertainment Software Association (ESA) found that 75 percent of "moms" play video games. The data comes as part of a new report from the trade group representing the video games industry called "Mom Gamers Study: A New Generation of Gamer."
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