Pillsbury makes a play for brand awareness, trying to fight off generics

Pillsbury is launching its first major branding campaign since 2001, trying to stave off not just competition from other major brands, but a resurgence of budget-conscious shoppers buying generic brands -- and, heaven forbid say the corporate honchos, baking goodies and bread from scratch.

The "Home is Calling" campaign is meant to be soothing and evocative of old-fashioned family values of people sitting around a table eating together and enjoying the simple things in life. In the first video spot on Pillsbury site, a bunch of busy, harried, cold people make their way home to a warm house and warm crescent rolls coming out of the oven, and the Pillsbury dough boy peeking out from behind a corner like a little fairy dough-mother who makes this all possible.