Pillsbury says that it is targeting 'tech-savvy mums' by offering additional recipe content when the TV ads are scanned with the mobile app.
Though Shazam is largely known for its music tagging properties in the UK, it's now able to do the same for advertisements and television shows.
Once people have scanned the recipe suggestions shown within the ad, the app saves them to review later while shopping.
Pillsbury also aims to connect families to its iconic Pillsbury doughboy character through customisable holiday videos that can be shared on Facebook, also available through Shazam.
Shazam has now run 24 interactive TV ad campaigns this year and claims to be getting tens of thousands of scans a day per advert.
Retailers have seen particularly strong results, with 27% of people that scanned a recent Old Navy campaign then converting to a purchase.
Blippar's augmented reality concept was used by Tesco in September, followed shortly by Cadbury's, Eurostar, Samsung and then Heinz. It states that 95% of users ‘blipp’ more than once, so it would appear that the technology may be finding a foothold among consumers.
But do people really want to jump up and scan their televisions? Isn't it far more likely that people would be using a mobile or laptop while watching TV, and therefore another way of engaging with them might be just as effective? Even if it's just a link to a website?