Baking mix and, as a result, Betty Crocker were getting stale.

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As consumers turned their eyes and their wallets to more health-conscious and convenient options, quicker and better-for-you-sweets were taking a bite out of our piece of the pie (chart). We were asked to whisk together a product innovation that would invite people back to mix and back to Betty mix specifically. But they never said back to the aisle, so we got out of it. We created a product line & retail fixture that challenged greeting cards because, no surprise, most messages are better received on cake.