General Mills is partnering with actress Melissa Joan Hart via her new ABC Family sitcom, "Melissa & Joey," which premieres on Tuesday, with an integrated campaign for Pillsbury Cinnamon
Rolls and a program sponsorship.
Besides product placement in two episodes, the brand also is running a contest via public relations and social media, including the Facebook and Twitter pages of
Pillsbury and Hart. She is perhaps best known for her role on "Sabrina, The Teenage Witch."
"We approached Melissa Joan Hart for several reasons," a spokesperson tells Marketing
Daily. "She is not only an actress, but also a mom who understands how difficult it can sometimes be to spend quality time with the family and appreciates having those special moments with her
kids. Melissa also grew up with Pillsbury Cinnamon Rolls, so the partnership was a natural fit."
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The "My Sweet Sunday Moment" contest targets families who want to recapture Sunday morning
togetherness. Pillsbury says 78% of Americans find it difficult to spend quality time with their loved ones and 86% are looking for "convenient ways to do so." Enter Pillsbury Cinnamon Rolls.
The contest dangles a week-long family vacation to California, including a visit to area theme parks and to Hart's sweet shop, SweetHarts.
People enter the contest at Pillsbury's web site and
share a story about why their families love Sundays. The deadline is Sept. 2, followed by the selection of three finalists, who will be professionally videotaped. Beginning Sept. 23, people can vote
for a favorite and take a chance to win a $25 Visa gift card.