Personalized

Prepared Foods, April, 2002

Aurora Foods, St. Louis, has taken a "do-it-yourself" approach to its latest marketing campaign for Duncan Hines. The series features a person wearing a unique Duncan Hines creation, showing consumers how easily they can make something creative.

The ads will be in print and outdoor displays, as well as in stores and on the Duncan Hines website. According the company, "The 'Create Your Own' campaign capitalizes on consumers' interests in baking as a way to express themselves, while giving them new reasons to bake with Duncan Hines products."

The new advertising is intended to guide consumers to the wide selection of Duncan Hines products and to give consumers a means of expressing their individuality to their family and friends. In addition to the creations found in the advertisements, Duncan Hines' website offers hundreds of recipes and tips to inspire consumers.