Betty Crocker, the UK’s No. 1 baking mixes brand1, is bringing to life the fun of baking with a new national TV campaign aimed at families and featuring the nation’s best selling cake mix, Devil’s Food Cake. The campaign airs from Tuesday 20 October, just in time for half term when families spend more time at home together.
The advert opens with a bored young boy on a sofa telling the viewer that he has a problem. It just so happens that the ‘problem’ he has is a love for chocolate cake. The boy then gathers together the ingredients and begins to bake a Betty Crocker Devil’s Food Cake with his mum and sister. Once finished cooking and cooling, his mum brings the cake to him and he ices it with Betty Crocker Chocolate Fudge Icing, and does something that we all remember from our childhood – licking the chocolate off the spoon. The advert finishes with the boy enjoying a slice of Devil’s Food Cake and exclaiming …’ooh I love cake…yummy!’
Ed Culf, Marketing Director, General Mills UK describes why the new advert sits very close to the reality of a family’s baking experience. “This advert has been developed with today’s consumer in mind – families love to bake together, but it is not always practical to let the kids help, especially when baking from scratch. With Betty Crocker’s three-easy-steps process parents are able to let their children help, and the brand always delivers on product quality. Betty Crocker is about creating something delicious together for the whole family.”
Television advertising works particularly well for Betty Crocker, with previous campaigns resulting in 88% uplifts in sales of the featured product – most recently Betty Crocker Chocolate Fudge Brownies – and bringing a halo effect across the total brand portfolio2.
“The new advert will be seen by an estimated 4.2 million households3 and we are hoping to see similar uplifts for the two featured products,” says Culf.
Another way that Betty Crocker is encouraging consumers to share the fun of baking is through its sponsorship of the National Baking Week 2009: Bake and Share campaign. Endorsed by one of Britain’s best loved cooks, Rosemary Shrager, National Baking Week runs from 19 – 25 October.
Rosemary Shrager says: “I think Betty Crocker mixes are a great introduction to baking – they are ideal for people that do not have much confidence in the kitchen or to start getting kids interested in cooking.”
Betty Crocker is supporting the event through a host of consumer marketing initiatives, including: a free box of Betty Crocker Chocolate Fudge Brownie Mix and recipe card in 4,500 goodie bags, online competitions to giveaway 40 Devil’s Food Cake and Chocolate Fudge Icing kits, advertorials in retailer specific magazines and a link to the Betty Crocker website (www.bettycrocker.co.uk) from the National Baking Week site.
National Baking Week 2009 has twelve branded sponsors and is supported with a nationwide presence on TV, radio and in press. The event is being promoting in 150 key Pyrex stockists and through partner promotions in supermarkets. Consumers can log onto the National Baking Week website for ideas, recipes and to enter online competitions.
“Betty Crocker is worth £11.7 million and growing at an incredible 53.6%1,” says Andy Foweather, Sales Director, General Mills UK. “October is set to be a huge month for the brand with a new TV campaign backing our lead SKU and our association with National Baking Week. With growth already soaring and the prospect of more to come, retailers who want a slice of the Betty Crocker success should stock up now for a real sales winner.”
1 Source: IRI Grocery Outlets – Value Sales 52 w/e 8 Aug 09
2 Source: IRI, Major Mults, Base volume, 1 w/e 1 Nov 08
3 Source: BARB w/e 13 August 2009
General Mills UK
Tel: 01895 201 100