CLEVELAND, February 12, 2024 —Eagle Foods has partnered with independent advertising and marketing firm, Brokaw Inc., to reinvigorate and relaunch the Helper brand. Since acquiring Helper from General Mills in 2022, Eagle Foods has made enhancements to the product quality and taste, and it has updated the packaging with a fresh, new look. Now, with the help of Brokaw, it’s ready to reintroduce Helper to households across the nation with a new, multimedia campaign anchored by the return of the brand’s iconic mascot “Lefty.”
The campaign, launching this week, will encompass TV, radio, digital and social media platforms, ensuring a robust presence across all touchpoints. Lefty will star in the campaign and help answer the nagging, and often nightly question, “What’s for dinner?” with 30 delicious, quick and easy, affordable meals perfect for families searching for a helping hand in dealing with picky eaters, busy schedules and sky high inflation.
“Lefty’s an American dinnertime legend. And bringing his friendly, genuine, incredibly-enthusiastic-about-helping-people-solve-their-dinnertime-problems personality back to life was a blast,”
– Brokaw Creative Director Steve McKeown.
“Even an audio sting like the old ‘makes a great meal’ jingle makes an appearance to close the spot.”
“We are thrilled to partner with Brokaw and bring back Helper in such a big way,” said Mala Wiedemann, Executive VP of Marketing at Eagle Foods. “Helper has been a staple in America’s kitchen for over 50 years, and Lefty is ready to launch Helper into the next 50!”
About Helper—Eagle is a diversified food company producing and marketing canned sweetened condensed and evaporated milk, snacks products, and meals. As a company, Eagle Foods is passionate about fostering an entrepreneurial spirit that boldly builds better people and better brands while focusing on the positive impact our company, our products and our people have on the world. Eagle Foods has a bold family of brands that consumers have come to rely on for decades, including Hamburger Helper, Suddenly Salad, Eagle Brand® Sweetened Condensed Milk and Evaporated Milk, Magnolia® Sweetened Condensed Milk, PET® Milk, Milnot Evaporated Milk, Popcorn Indiana, and Cretors Popcorn. Eagle Foods products are marketed and distributed across all U.S. retail channels, including grocery stores, club stores and mass-merchandisers, as well as foodservice and export, U.S. military, and private label business. For more information, visit EagleFoods.com.
About Brokaw—Brokaw is an independent marketing, advertising and content production firm that specializes in helping brands rise above the blah blah—including La Terra Fina Dips & Spreads, Hamburger Helper, Popcorn Indiana, Malley’s Chocolates, GE Lighting, Philips, Sherwin-Williams, FrogTape, Barrette Outdoor Living, and Forcey. A former Ad Age Small Agency of the Year recipient and recently named #3 independent advertising agency in America by Agency Spotter, Brokaw Inc. is owned and operated by brothers Tim & Gregg Brokaw and headquartered on the corner of West 6th and Lakeside Avenue in downtown Cleveland’s Warehouse District.