Eagle Foods has announced the revival of the iconic Hamburger Helper brand, complete with its legendary talking glove mascot, Lefty.
The re-launch encompasses a new national campaign, created by Brokaw Inc, the first featuring Lefty in nearly a decade, along with the introduction of new and reformulated flavors and reduced cooking times.
In 2022, Eagle Foods acquired Helper from General Mills and has since been dedicated to reigniting Helper’s mission to address modern dinnertime challenges. With concerns about high inflation and hectic schedules, finding a delicious, affordable, and quick-to-prepare meal can be daunting.
Lefty returns with solutions: 30 swift and delectable one-pan meals from Helper that will leave everyone clamoring for seconds. To aid shoppers in locating their favorite varieties, Helper has revamped its packaging design, enhanced its flavors with robust herbs and spices, and streamlined cooking times – all without increasing costs for consumers.
Lefty takes center stage in Helper’s new creative, assisting families in finding delightful, convenient, and customizable meals that bring smiles to the table. Whether it’s pleasing picky eaters, appeasing hungry latecomers, or providing a solution for unexpected dinnertime rushes, Helper is there to save the day. Watch below:
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“We are thrilled to reintroduce Helper in such a significant way,” remarked Mala Wiedemann, EVP of Marketing and R&D at Eagle Foods. “Helper has been a staple in America’s kitchens for over 50 years, and we’re launching Helper into the next 50. This underscores Eagle Foods’ mission of revitalizing great brands, fostering growth in the center store for retailers, and delivering exceptional taste, variety, and value for consumers.”
The campaign, launching in mid-February, spans TV, radio, digital, and social media platforms, ensuring a robust presence across all channels.
The revitalization of the Helper brand signifies a momentous milestone in Eagle Foods’ journey, demonstrating the company’s dedication to innovation and consumer satisfaction. As the campaign unfolds, Eagle Foods invites everyone to rediscover the joy and convenience of Helper meals.
Look for Lefty and Helper’s new packaging in stores nationwide and savor it in kitchens everywhere!
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