Pillsbury's new agency partner GS&P is going big with the Pillsbury Doughboy.

The food company is promoting its new crescent rolls, biscuits and cinnamon rolls, which bake bigger. To highlight the new size, a 25-foot Doughboy popped up at Brooklyn Bridge Park on Sept. 21. The public was invited to sample a warm bun and poke his belly.

GS&P's integrated campaign spans TV, online video (OLV) and social. The spots are directed by Steve Miller and illustrate the Doughboy’s drum skills and dance moves. The ads are here and here.

For those who prefer digital pokes, the creative continues at PokeTheDoughboy.com. A poke unlocks a rebate and a list of where to find Pillsbury products at a nearby store.

“At Pillsbury, we’re all about helping families make memories, whether it's around the dinner table or during special moments like this,” said Michelle Odland, vice president and business unit director, Pillsbury.

GS&P's client work includes Mountain Dew, Cheeto's, Xfinity and Specialized Science Club.

Pillsbury is part of General Mills, which reported fiscal 2025 U.S. net sales of $19 billion. Its portfolio includes Cheerios, Nature Valley, Häagen-Dazs, Totino's and Old El Paso.