• by Karlene Lukovitz  @KLmarketdaily, December 7, 2010

Pinnacle Foods' 60-year-old Duncan Hines brand is using four commercial-quality, YouTube-posted videos to drive sales of its new Amazing Glazes line during the holidays.  

The brand partnered with digital entertainment studio Filmaka to hire the directors for the videos, asking each to create his own interpretation of the "passion, creativity and fun" inspired by baking with the glazes.

One video will be released on YouTube.com/AmazingGlazes each week during December, with promotions and links to the videos featured on the brand's main Web site (duncanhines.com) and its Facebook and Twitter presences.

The glazes -- positioned as "lightly decadent dessert toppings" that help home chefs easily dress up their baking creations -- were launched in July in chocolate and vanilla flavors (suggested retail, $2.49), along with a Decadent Cake line that includes triple chocolate, apple caramel and classic carrot cake mixes (suggested retail $2.99). Through social media messaging and other marketing efforts, the brand is encouraging combined use of the products to create special desserts.

The first glazes video, "Hip Hop Cupcakes," created by Chicago-based director Josh Binder, shows a woman doing the simple preparation steps (briefly heat the squeeze bottle of glaze in microwave and shake) and applying it to cupcakes -- each of which becomes an animated, singing face that feeds into a catchy, hip-hop chorale.

Posted in late November, the first video had already generated more than 19,000 views as of Dec. 7.

The other three videos are "Confessions" by Joe Pernice (a woman confessing to having become addicted to glazing everything in sight), "Baby Chef" by Alec Christie and "Superpowers" by Michael Newman.

"We hope that during this fun time of family togetherness, the videos will inspire bakers to channel their inner creativity and have fun with Amazing Glazes -- making desserts that will be sure to impress," said Lora Van Velsor, VP, marketing for Duncan Hines.

The videos join a growing number of online and social media efforts by the brand. Its Facebook page (whose wall can be viewed as a live feed on the brand's Web site) includes recipe and video tabs and heavy interaction and recipe sharing among the page's 46,000+ fans.

In addition to ample collections of baking recipes sortable by item type, the main site offers a baker's club that enables members to share, rate and review recipes and tips, chat in forums, receive a monthly newsletter and exclusive coupons, and follow fellow bakers.

Pinnacle Foods Group LLC acquired Duncan Hines in 2004. The company's numerous brands also include Vlasic Pickles, Log Cabin Syrup, Mrs. Butterworth's Syrup, Hungry-Man Entrées, Mrs. Paul's Seafood, Swanson Frozen Meals, Aunt Jemima Frozen Breakfasts, and Armour Canned Meats, among others.