Say it with cake.
Group project | 5 weeks | research, Strategy, ideation
The baking mix category was steadily declining and Betty Crocker was losing share and volume the fastest.
How do we grow the category through the brand?
THe product Truth:
Baking communicates care.
We’ve found more convenient ways to show care, from 1-Click orders on Amazon to pre-made bakery goods.
The Sweet Treat Mindsets:
Guided by Belly
Looking for fast & easy sweets they can eat in the parking lot
Guided by Head
Looking for a baking challenge that shows their prowess
Guided by Heart
Looking for baked goods that
show time, thought, and intention
Those guided by heart only think to show their care with cake on formal occasions (eg: birthdays, holidays).
Betty Crocker is a meaningful means of day-to-day recognition.