The number one brand in convenient baking[1], Betty Crocker, has announced a partnership with Macmillan Cancer Support’s Coffee Morning in order to help the charity continue to do whatever it takes to support people living with cancer.

Supported by Betty Crocker’s new ‘Bake a Difference’ campaign, the tie-in will see the baking mix brand donate £100,000 to Macmillan Cancer Support through a ‘one pack = one donation’ mechanic across four selected products: 

  • Devil’s food cake mix
  • Chocolate fudge brownie mix
  • Chocolate fudge icing
  • Butter cream vanilla icing

On shelf in the grocery and convenience channels and available online, the products will be wrapped in Macmillan Green Shelf Ready Packaging (SRP) to drive awareness. For every selected pack bought, Betty Crocker will donate 10p to Macmillan Cancer Support, for a total donation of £100,000.

The ‘Bake a Difference’ campaign, designed to encourage shoppers to get involved in a Macmillan Coffee Morning with the help of Betty Crocker, will kick off on 23rd August and run until the event on 24th September. The 360 activation includes PR, social media, influencer, E-Comm, and shopper activity.

Macmillan’s Coffee Morning is a key baking occasion, driving home baking category sales up as people fundraise with cakes and treats. Hosts head up to the home baking category in preparation of the event.

This is the second year that Betty Crocker has collaborated with Macmillan Cancer Support, with the aim to be a force for good and drive donations to make a difference for people living with cancer.

Maeve Judge, Marketing Manager, Meals & Baking at General Mills, said: “Betty Crocker shoppers bake with purpose – whether that’s a birthday, an event, cheering up a loved one or creating a reason to come together as family – and our partnership with Macmillan’s Coffee Morning highlights another important reason to get out the mixing bowl.” 

“The 2021 event will no doubt be extra special as people come together after an incredibly difficult 18 months. We’re therefore thrilled to be involved and honoured to play our part in helping the charity continue its crucial work.” 

Claire Rowney, Executive Director of Fundraising, Marketing & Innovation at Macmillan Cancer Support said: “We are excited to be partnering with Betty Crocker for Macmillan’s Coffee Morning again this year and are incredibly grateful for their support. At a time when people affected by cancer need support more than ever, Macmillan is facing a £100m drop in income, because of the pandemic. Partnerships like this play a vital role in raising these funds so Macmillan can continue do whatever it takes to help people with cancer live life as fully as they can.” 

Retailers are encouraged to stock up on the Betty Crocker x Macmillan SKUs, as well as the wider range, in the run up to the event in line with anticipated spike in demand.

[1] Nielsen 52w/e May 2021 inc. Baking mixes and Ready to spread icings)

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