Hamburger Helper Gets Marketing Makeover

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A short article from BusinessWeek looks at how General Mills is revamping its Hamburger Helper product line.

Among the planned changes:

• The company is ditching "Hamburger" from the product's name. It makes sense since the line has expanded in recent decades to dress up other meats.
• They are adding a new line, to be called "Ultimate"
• General Mills will use a new slogan, "Need a dinner idea, we're here to help," which will replace the age-old, "Real good, feel good meal."
• A new social media campaign is planned, which will target men ages 18 to 30. That's a departure from the product's early days as a short-cut for housewives
• A new Helper food truck will also become incorporated in the market, along with Josh Marks, a spokesman for Real Men Cook

One thing isn't changing ... the product will still use the well-known four-fingered glove Lefty to promote the revamped meals.