Market Overview

MWG Entertainment Partners with Duncan Hines® to Launch Digital Promotion around YouTube Sensation, Lindsey Stirling


MWG Entertainment, a Los Angeles based new media company, has today announced an innovative partnership with Pinnacle Food Group LLC's Duncan Hines® baking brand. The partnership entails a social media campaign that will introduce YouTube sensation, Lindsey Stirling, and her fans to the brand's newest offering, Duncan Hines® frosting creations™.

After launching earlier this year, Duncan Hines® frosting creations™ is a ground-breaking proprietary frosting system that transforms desserts into flavorful and colorful works of art. By simply pouring one of 12 flavor combination mixes into a specially formulated frosting starter, bakers can stir up endless dessert possibilities, from Mint Chocolate Cake Cones to White Chocolate Raspberry Red Velvet Cake.

"We're pleased to partner with Lindsey Stirling and MWG on this exciting initiative," says Andy Reichgut, Senior Vice President of Marketing for Duncan Hines®. "Lindsey's love for baking and tremendous desire to share her creativity is a perfect fit for the Duncan Hines® brand.”

With more than 140 million video views, 8 million channel views and nearly 500,000 followers across popular social media channels, Lindsey Stirling's considerable fan base will be invited to a dedicated Facebook page for product coupons, a vibrant photo gallery and custom celebrity Duncan Hines® frosting creations™ recipes. The promotion will drive traffic towards the brand via committed Twitter announcements and special social media based messages across numerous social media platforms.

The partnership showcases Duncan Hines®' commitment to reach bakers across digital audiences and underlines the value in the premiere digital artist's ability to drive adoption of Duncan Hines®' ground-breaking consumer product. The promotion also coincides with a nationwide concert tour and the release of Lindsey's new self-titled album. Shows have sold out across the country and digital sales have already produced a top grossing album on iTunes.

“Duncan Hines®' partnership with YouTube sensation and MWG client, Lindsey Stirling is a great example of how established brands are exploring contemporary approaches to mobilize today's modern, digital consumer,” said MWG Entertainment CEO, Max Goldenson. “We're thrilled to have packaged such a great promotion and look forward to delivering strong results across the board.”

Starting October 24th, baking fans everywhere can visit the Duncan Hines® Facebook page to find Lindsey's custom recipes and follow her updates for the latest on her baking adventures.

For media assets including logos, screenshots and a talent photo gallery, please visit:

To visit the Facebook brand activation page, please visit: on October 24th

MWG Entertainment

Founded by Max Goldenson, MWG Entertainment is a new media company that produces original online content for the under-served adult female demographic. Having partnered with marquee brands such as Pier 1, iRobot and Blackberry, MWG monetizes programming through ad sales, sponsorship and brand integration. Since it's inception in 2008, MWG has financed, produced and distributed online series including “My Two Fans,” “Road to the Altar” and “Camera Obscura.”

About Duncan Hines®

Duncan Hines® inspires today's passionate bakers to “Bake On” by exploring the endless possibilities of innovative and decadent baking creations. The Duncan Hines® product line includes more than 80 mixes ranging from cakes and brownies to muffins and cookies as well as Amazing Glazes™ dessert toppings and ready-to-spread frosting. With a relentless commitment to quality, every product and recipe is developed in celebration of Duncan Hines®, a real man and foodie who, before Fodor's or Zagat, traveled the country in search of the best culinary and pastry inspiration. For more information on Duncan Hines®, log onto

About Pinnacle Foods Group LLC

Millions of times a day in more than 85 percent of American households, consumers reach for Pinnacle Foods brands. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs more than 4,300 people in North America. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 out of 13 major category segments in which they compete. Our Duncan Hines® Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® pickles, peppers, and relish, Comstock® and Wilderness® Fruit Pie Fillings, Mrs. Butterworth's® and Log Cabin® syrups, Armour® canned meats, Nalley® and Brooks® chili and chili ingredients, and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Fresh like® vegetables, Birds Eye Voila!® complete bag meals, Aunt Jemima® frozen breakfasts, Swanson® and Hungry-Man® dinners and entrees, Van de Kamp's® and Mrs. Paul's® seafood, Lender's® bagels and Celeste® pizza. Our Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian™ Kettle Style Potato Chips, Snyder of Berlin® and Husman's® in addition to our food service and private label businesses. Further information is available at

For MWG Entertainment:
GdR PRoductions, LLC
Gabriel del Rio, 310-751-6910

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