General Mills Communications
763-764-6364
Media.Line@genmills.com
Edelman
Andrea Larson
Andrea.Larson@edelman.com
MINNEAPOLIS, MN — 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 favorites 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.
On Sunday, September 21 from 11 a.m. to 6 p.m. ET, 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 at PokeTheDoughboy.com starting September 21, 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.
For more details, belly pokes and delicious bites, visit PokeTheDoughboy.com starting September 21 or Pillsbury.com.
*Compared with the previous recipes
At Pillsbury, we’re all about helping families make memories, whether it's around the dinner table or during special moments like this. So, when we launched our new 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.
General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion.
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