The agency has been working with parent company General Mills for seven years, although this is its first campaign for Bisquick under a new Betty Crocker assignment. The current mandate is to make some noise for grocery store staples.
“General Mills has big ambitions to embed its brands into pop culture in interesting ways that are meaningful and authentic to consumers,” Apaliski said. “Seeing Bisquick in one of your favorite shows is proof that General Mills brands already have a place in culture—they are a natural part of America’s past and present.”
Tracking ‘the tiger’
It’s been three years since viewers have been able to watch a new version of Fargo, with critics at Rolling Stone calling season five “a return to form,” and USA Today declaring the show “finally great again.” It scored 95% approval on Rotten Tomatoes.
Temple, perhaps better known for comedy in Apple TV+ series Ted Lasso, drove the season with her standout performance as a battered woman who escaped her abuser and made a new life for herself, only to run into violent complications later. The lethal gun for hire, a kilt-wearing supernatural being named Ole Munch, nicknamed her “the tiger.”
Superfans included some of the Pereira O’Dell team who were “so excited to see our worlds collide,” Apaliski said, as Bisquick became not just a prop, but also a peace offering in the finale. The scene—unforgettably tense as Dot tries to charm her way out of a violent death—spawned a campaign and product no one likely saw coming.
“There’s an incredible amount of iconography from the show that we could’ve pulled from for this design, but ultimately, we wanted to pay homage to Dot—as all Fargo fans know, there’s nothing or no one more iconic than Juno Temple’s Dot,” Apaliski said. “And with that, Dot’s Tiger Biscuits Limited Edition Box was born.”
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