Role: Strategy, Creative Ideation, Pitch
Mary Gray Johnson, ST
Chorong Kim, ST
Ruthie Edwards, XD
Chad Hilton, XD
Alec Milton, AD
Josh Perry, CW
For five years Betty Crocker sales had declined faster than the category. Competitive brands had innovated around decadence. New brands had launched healthier mixes. And Betty? Betty had brought back Angel Food… We were asked to breathe new life into this heritage brand by shaking up baking mix with a line extension.
No joke, we spent the better half of two weeks covered in cake dust. We baked for people. We baked with people. We interviewed self-proclaimed professionals. We ate a slice of something made, by accident, sans egg. We stalked the bakery area. We deconstructed baking mix boxes. We had a lot of sugar crashes. Most helpful though? We had all different kinds of bakers doodle their user journey. Off that, we were able to build a heartfelt segmentation.
People who bake five minute cookies from the roll are guided by their stomachs. People who bake from scratch are guided by their minds. People bake from a mix are guided by their hearts. It’s never the best cake, it’s never iced perfectly, and sometimes you forget an egg, but it’s the labor of love that counts. Giving away a Betty bake is the best part, only to be topped by receiving one yourself. That’s because the brand and the product have always communicated care. To put it simply, Betty Crocker is just manifestation of love on a plate.
In the midst of competing over cake, baking mix brands had lost sight of their context. It’s the time, thought, and intentionality behind the bake that matters. And in world where we’re all saying HBD on FB, what we’re craving is for someone to slow down and show us they give a sh*t - regardless of the 19 grams of sugar. It was our job to remind the people the power of that and make it a little more possible.
Betty Crocker is a means of meaningful communication.
The Strategic Shift.
Take Betty From Formal Occasion to Everyday Act
Say It With Cake.
So, we asked our team one strategic question. What if we challenged the greeting card aisle? Whatever you can put on a card you can put on a cake, plus you can’t eat paper. So “Say It With Cake” was born & designed to bake in 20 minutes. We strategically placed the line next to the cards, complete with everything you need to make your message meaningful.
Packaging: The Say It With Cake line was categorized by occasion, like the card aisle.
Product: Packages came complete with everything you needed to share your message - icing, decorating pens, stencils, and, most importantly, a much smaller bag of mix that would bake in 20 minutes.
Placement: We then placed the new line on a dedicated fixture within the card aisle, enticing people to share the same message on a cake.
Pitch: We built the fixture and 24 sample boxes for the presentation. It was f*cking awesome, as was this team.