SOURCE: LaunchPad Media

February 21, 2007 09:38 ET

LaunchPad Creates Websites for Duncan Hines, Hungry-Man, Mrs. Paul's and Van de Kamp's

WATERTOWN, MA -- (MARKET WIRE) -- February 21, 2007 -- LaunchPad Media has created new websites for Duncan Hines bake goods, Hungry-Man frozen dinners, Mrs. Paul's and Van de Kamp's frozen seafood, famous brands owned by Pinnacle Foods Group Inc. of N.J.

Last year, LaunchPad proved itself to Pinnacle Foods when it won Telly, Aegis and DV awards for its Hungry-Man TV commercials, which starred NFL players. "A website is very different from a TV spot, but the demands and expectations are much the same," observes Alex Poulos, President of LaunchPad. "A website needs to capture attention, connect with visitors' self-interest, and entertain as much as inform.

"In designing and creating we re-imagined what it means to be a hungry man. NFL star Clinton Portis once praised another player by saying he was a hungry man -- hungry for victory. In that spirit, we've created games for the Hungry-Man site -- 'Sports Grill Arcade' where people play Blackjack or Astroblaster. We feature 'the Mystical Mistress of Dating' who dispenses the kind of personal advice you'd get from a Ouija board or crazy aunt. We also highlight Hungry-Man's sponsorship of Hall of Fame car racing, with racing news. The site targets the young male demo, but it appeals to a broader audience."

Duncan-Hines is a leader in bake goods -- brownies, cakes, cupcakes, cookies, muffins -- and wanted to be a leader in winning new customers. "Family cooks often surf the Net to find recipes, mixes and coupons," explains Poulos. "We want Duncan Hines to be a hub for the online baking community, so the site offers over 1,000 recipes and invites visitors to join the Bakers Club, where they can exchange recipes and advice."

LaunchPad created a site for Van De Kamp's frozen seafood. It is geared to children, presenting fish as a fun food. features three "brain games" -- stacking falling sea snacks, placing the 50 states on a U.S. map, and a memory-matching of sea creatures.

A new site for Mrs. Paul's will be launched this week. is geared more to adults, but also features games for households with children.

LaunchPad is currently creating sites for Vlasic pickles, Armour canned foods, and the Pinnacle Foods corporate site. The sites will go live soon.

"We chose LaunchPad because it is a very creative 'new media' agency," said Pat McAndrew, Senior Vice President of Pinnacle Foods, in charge of marketing for the frozen foods division. "LaunchPad is also helping us plan promotional efforts to drive traffic to the sites. Pinnacle Foods will be expanding its online presence because that is where consumers increasingly go in search of bargains and product information."

ABOUT LAUNCHPAD MEDIA: LaunchPad Media is a creative agency specializing in website, video, and advertising production. Headquartered just outside of Boston, LaunchPad Media creates high-impact, cost-effective marketing tools for clients throughout the U.S.

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