The Pillsbury Doughboy Takes New York to Roll Out Biggest Bakes Yet

He’s soft, he’s sweet and now... he’s larger than-life. This weekend, the Pillsbury Doughboy is off to the Big Apple to celebrate his biggest news yet: the debut of Pillsbury crescent rolls, biscuits and cinnamon rolls that now bake up bigger. These crowd-pleasing, oven ready favourites rise larger than ever before but with the same comforting taste families love. And to mark the moment, the Doughboy is rising to new heights and taking his belly laugh on the road.

Two new creative films from Goodby Silverstein & Partners and director Steve Miller, showcase the Doughboy’s biggest dance moves yet and drumming skills that will run across TV, OLV, and social.

On Sunday, September 21st a 25-foot-tall Doughboy will pop up at Brooklyn Bridge Park in New York City, inviting families to share a giggle, grab a warm bite and finally get to poke his belly for themselves. This one-day-only family experience will include Doughboy-approved fun like poking his belly to hear the famous 'Hoo Hoo!,' enjoying freshly baked samples of the new products served warm onsite and unlocking fun surprises.

Not in New York City? No problem. Fans everywhere can join in here starting September 21st, where they can virtually poke the Doughboy’s belly, unlock a digital rebate and find Pillsbury products that now bake up bigger 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. “So, when we launched our crescent rolls, biscuits and cinnamon rolls that now bake up bigger, we knew the Doughboy had to go big, too. This celebration is all about joy, togetherness and, of course, belly pokes.”

The Pillsbury Doughboy isn’t just popping up bigger in person. As part of the new integrated campaign that includes TV, online video and social, fans will see him showing off his biggest dance moves yet and drumming skills in two new commercials.