After 40 years commanding attention on the front of pizza boxes, Schwan's famous Red Baronis being introduced to his female equivalent: the Baroness.
The Marshall-based foodmaker is switching its focus to mothers, launching a"multi-year branding effort." That means it's likely the Baroness will be around for a good while.
Don't worry, traditional fans, the Red Baron will remain on the front of the pizza boxes. But the Baroness will play a prominent role on TV screens, online and on social media as part of the advertising blitz.
A new commercial that aired on Wednesday called "War Stories" shows comedian and mother Kristin Hensley exchange tales with the Baroness about the realities of parenting.
Donning the famous bomber jacket and red scarf combo and covered in merit badges, the Baroness ends the commercial by giving Hensley her "wings" (which say "nailed it") for succeeding through her parenting battles.
April Anslinger, chief growth officer at Schwan's, said the company wants to champion mothers in a way that doesn't set unrealistic expectations.
"We’re excited to introduce the Baroness, a mom who understands parenting doesn’t always mean perfection," she said.
"As the new voice of the brand, the Baroness will speak to busy moms as only another mom can, by finding humor in the often-hectic moments of motherhood, and by sharing patches to remind moms just how well they are doing, every day, even when they don’t realize it," she added.
The new campaign was created by Minneapolis-based Space150.