Betty Crocker Campaign

Part of the Integrated Media Collection

Introduction:

I was given the challenge to identify a common brand in the United States market that is in need of a rebrand and specify the problem. From that prompt, I identified Betty Crocker. The problem we’re trying to solve is that Betty Crocker does not resonate with Gen Z and they are not distinguishable amongst their competitors for box dessert mixes. They are in need of a rebrand that revamps the brand and attracts Gen Z.

With this project, I worked with a group of four of my peers to develop and create this campaign.

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Discover the full story behind our successful campaign by clicking the link below to view the campaign presentation.

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My Work:

Introducing an exciting advertising project aimed at reinventing the iconic Betty Crocker brand and connecting with the vibrant and influential Generation Z. As we dive into this challenge, we recognize that Betty Crocker, a long-standing name in the realm of box dessert mixes, has struggled to resonate with this new generation and faces the need for a fresh rebranding strategy that will set them apart from competitors in the market.

The Gen Z demographic represents a powerful force, shaping trends, demanding authenticity, and seeking experiences that align with their values. Betty Crocker recognizes the importance of capturing the attention and loyalty of this influential audience. Our mission is to revamp the brand in a way that speaks directly to Gen Z, leveraging their desires, aspirations, and preferences to create a powerful connection.

We understand that standing out in a crowded market is no easy feat. Our strategy will involve a comprehensive rebranding approach, one that goes beyond mere aesthetics and dives deep into the essence of what Gen Z craves. Through meticulous research, trend analysis, and consumer insights, we will uncover the unique characteristics that resonate with this generation and infuse them into every aspect of the brand.

Our advertising campaign will focus on highlighting Betty Crocker's commitment to quality ingredients, sustainability, and the joy of creating homemade desserts. We will emphasize the brand's heritage while introducing new elements that appeal to the evolving tastes and values of Gen Z. By showcasing the versatility, convenience, and deliciousness of Betty Crocker's products, we will position them as the go-to choice for modern, creative, and time-conscious dessert enthusiasts.

To connect with Gen Z, we will employ a multi-channel approach that leverages social media platforms, influencer partnerships, interactive content, and experiential marketing. By embracing the digital landscape and engaging in authentic conversations, we will foster a sense of community, trust, and relevance among Gen Z consumers. Our goal is to make Betty Crocker not just a brand, but a meaningful part of their social and culinary experiences.

Join us as we embark on this exciting journey to redefine Betty Crocker's identity and reignite its appeal to Generation Z. Together, we will reimagine the world of box dessert mixes, infusing it with innovation, style, and a sense of belonging that resonates with the tastes and values of this dynamic generation. Get ready to indulge in the flavorful possibilities and experience the new face of Betty Crocker.

The Breakdown of My Work:

With this project, I took on the challenge of developing impactful activations that not only address the identified problem but also push the boundaries to expand the brand's reach to the target audience. Through innovative strategies and creative execution, I crafted engaging experiences that captivated audiences, generated buzz, and achieved the desired objectives.

The Rebrand

Here is a transformative rebranding campaign to revive the Betty Crocker brand and capture the attention of Gen Z consumers. With the goal of making the brand more relevant and distinctive in the competitive market of box dessert mixes, our strategy involved a comprehensive overhaul, starting with a new name and logo.

The brand name was shortened to "Betty," a catchy and approachable moniker that resonates with the target audience. To pay homage to Betty Crocker's rich history and iconic signature, we retained the signature script font in the logo. This logotype, featuring the name "Betty" in an elegant script, represents a harmonious blend of the brand's traditional roots and modern appeal.

To further enhance the rebrand's impact, we curated a new color palette that draws inspiration from the world of baking and conveys a sense of warmth and friendliness. The monochrome palette, centered around various shades of pink, reflects the association of pink with bakeries and the joy of baking. Pink also aligns with the color psychology of friendliness and stimulates appetite, a crucial factor for a food brand seeking to entice consumers.

In order to ensure the success of the rebrand, we engaged with the target audience directly through focus groups. Members of the Gen Z demographic, aged 18 to 24, were invited to provide their valuable insights and opinions on the proposed changes and the new Betty brand. This allowed us to gather first-hand feedback and fine-tune our approach to align with the preferences and expectations of this discerning consumer segment.

This comprehensive rebranding effort is an integral part of our broader advertising campaign, addressing the challenge of Betty Crocker's lack of resonance with Gen Z consumers and its struggle to stand out among competitors in the box dessert mix market. By revitalizing the brand as Betty, with a new logo featuring a script font, a pink-based monochrome color palette, and extensive consumer research, we aim to reposition Betty as a contemporary and appealing choice for the young, dynamic, and discerning Gen Z audience.

This rebranding campaign leveraged creativity, market insights, and consumer engagement to breathe new life into the Betty brand. This strategic transformation positions Betty as a brand that understands the desires and tastes of Gen Z, while preserving the brand's heritage and delivering an inviting, modern, and appetizing experience for consumers seeking high-quality box dessert mixes.

Food Truck Activation

Here is a traveling Betty-branded truck, designed to offer captivating pop-up baking lessons and create an immersive and engaging experience for Gen Z consumers. Understanding the appeal of exclusive and shareable experiences, we recognized the power of pop-up events in capturing the attention of this target audience.

This innovative food truck, adorned with eye-catching Betty branding, will traverse major metropolitan areas, making its presence known in bustling city centers. The truck will serve as a vibrant hub for pop-up baking lessons, allowing attendees to dive into the world of baking under the guidance of expert instructors. These lessons are thoughtfully crafted to cater to individuals of all cooking and baking levels, from enthusiastic beginners to seasoned home cooks. By emphasizing that baking doesn't have to be complicated or perfect, we aim to inspire a sense of confidence and enjoyment in the kitchen.

The allure of the pop-up baking lessons goes beyond skill-building; they serve as a catalyst for connection and community. Gen Z, in their journey towards adulthood, is keen on acquiring practical life skills and forming meaningful connections with like-minded individuals. By providing a fun and interactive platform for participants to learn, share, and bond over the art of baking, we foster a sense of camaraderie and community within different regions.

Throughout these pop-up events, strategically placed signs will direct attendees to visit the Betty website and app, extending their baking journey beyond the event itself. Here, they can access a treasure trove of recipes, tips, and tricks, fueling their passion for baking and encouraging ongoing engagement with the brand. Leveraging the power of social media, we recognize that attendees are likely to document their experiences and share them online, generating valuable exposure and creating a buzz around the Betty brand.

To enhance the immersive experience and further solidify the brand's presence, merchandise will be available for purchase at these events. Branded Betty Crocker aprons will allow baking enthusiasts to showcase their love for the brand while adding a touch of style to their culinary endeavors. Additionally, we will introduce unique "baking bouquets," which combine a delightful mix of flowers and baking supplies, such as spatulas. These merchandise offerings serve as tangible mementos that extend the connection between participants and the Betty brand beyond the event itself.

By leveraging the appeal of exclusive experiences, community-building opportunities, and the power of social media, we aim to revitalize the Betty Crocker brand and reestablish its resonance with Gen Z consumers. Through this rebranding campaign, we not only promote the joy of baking but also empower young adults to embrace their culinary creativity, connect with others, and embark on their journey into adulthood with a newfound sense of confidence and community.

Redesigned Packaging

Here is a transformative package redesign as part of the broader Betty rebrand campaign. Understanding the need to revitalize the brand and connect with Gen Z consumers, we embarked on an exciting journey to reimagine the packaging of Betty's iconic dessert mixes.

Drawing inspiration from the core elements of the rebrand, we set out to create package designs that reflect the brand's new identity while capturing the essence of baking and appealing to the target audience. Specifically, this refined color palette lends a cohesive and visually appealing look to the package designs, creating a memorable and inviting presence on store shelves.

These captivating package designs will be introduced to the market as part of the rebrand campaign. They will be prominently displayed where Betty Crocker products are currently sold, including grocery stores and major retailers such as Target and Walmart. Through these distribution channels, we ensure widespread availability and accessibility to the revamped Betty experience, captivating the attention of Gen Z consumers seeking delightful and distinguishable dessert mixes.

These redesigned packages represent the next chapter in Betty's storied history, inviting a new generation to savor the joy of baking while celebrating the brand's timeless connection to kitchen creativity and trusted expertise.

Betty's Kitchen Activation

Here is the ingenious social media short video series, "Betty's Kitchen," as a pivotal element of Betty Crocker's rebranding campaign. With a keen understanding of our target audience's preference for Instagram and their penchant for visually captivating content, we aimed to create an engaging and accessible experience that would resonate with Gen Z.

"Betty's Kitchen" revolves around the concept of user-generated content, harnessing the power of social media to address baking questions, dilemmas, and curiosities shared by enthusiasts of all skill levels. We recognize that baking can seem daunting to many, and this campaign is designed to dispel the notion that it has to be complicated or perfect. By encouraging participants to use the hashtag #BettysKitchen, tag the brand, and share their baking experiences and challenges, we create an inclusive community where baking becomes accessible and enjoyable for everyone.

Instagram's image-centric platform serves as an ideal backdrop for "Betty's Kitchen" as users can showcase their culinary triumphs and seek advice through captivating visuals. By fostering engagement, curiosity, and creativity, we empower our audience to learn and grow in their culinary pursuits while strengthening their connection with the Betty Crocker brand.

To kickstart the campaign, we have enlisted the expertise of a seasoned chef from Betty Crocker who will host the video series. This esteemed chef will be the face of "Betty's Kitchen," sharing expert tips, demonstrating baking techniques, and providing solutions to common challenges. Furthermore, we have chosen to invite special guests to the show, including celebrities or influencers who have no previous connection to food or baking. This deliberate choice underscores the message that anyone, regardless of their background or expertise, can create delectable dishes with Betty Crocker's assistance.

In our inaugural episode, we collaborated with the talented micro-influencer Madeleine Gaultier, known for her fashion and lifestyle content. Madeleine, with no prior baking experience, embarked on a delightful baking journey to create cake mix cookies using Betty Crocker's cake mix, guided by our experienced brand chef. The inclusion of micro-influencers resonates deeply with Gen Z, as they value authenticity and trustworthiness, creating a relatable and engaging experience that reflects the accessible nature of the Betty Crocker brand.

The choice of video format for "Betty's Kitchen" is driven by the growing popularity of videography on social media platforms. Short, visually captivating episodes enable us to captivate our audience's attention while delivering valuable content. By sponsoring and sharing these videos on Betty's social media page, we ensure widespread exposure and encourage active participation from our target audience.

"Betty's Kitchen" represents a significant step in the Betty Crocker rebranding campaign, addressing the challenge of resonating with Gen Z and distinguishing ourselves in a competitive market. By providing an inclusive and accessible space for baking exploration, we aim to revitalize the brand's appeal and forge a lasting connection with our target audience. Join us as we embark on this exciting culinary journey, uniting passionate bakers and empowering aspiring home cooks under the Betty Crocker banner.

Show Us Your Betty Activation

Here is the captivating social media campaign, "Show Us Your Betty," as part of the comprehensive Betty rebranding strategy. Leveraging the immense popularity of Instagram among our target audience of 18 to 24-year-olds and recognizing their inclination towards visual content, we aimed to create an engaging and interactive experience that would resonate with Gen Z.

"Show Us Your Betty" centers around the power of user-generated content, inviting baking enthusiasts of all skill levels to showcase their culinary creations using Betty products. We understand that Gen Z values authenticity and personal expression, and this campaign offers them a platform to proudly exhibit their delicious homemade treats. Through the use of a dedicated hashtag (#ShowUsYourBetty) and by tagging the brand, users can easily share their creations and become part of a vibrant online community centered around baking.

Instagram's image-centric nature perfectly complements this campaign, as it allows users to showcase their Betty-inspired delights through mouthwatering visuals. By encouraging participants to post their creations, we foster a sense of excitement and friendly competition, while also generating valuable user-generated content that can be shared and celebrated across various brand channels.

To kickstart the campaign, we will create and sponsor a captivating video that embodies the essence of "Show Us Your Betty." This video, strategically crafted to capitalize on the growing popularity of videography on social media, will be shared on Betty's social media platforms, capturing the attention of our target audience and setting the stage for an outpouring of creativity and community engagement.

The underlying concept of "Show Us Your Betty" goes beyond the brand itself – it pays tribute to the influential figures in our lives who have imparted their culinary wisdom and shared their recipes and love. Whether it's a cherished grandmother, a beloved mentor, or any other important figure, this campaign celebrates the bond forged through the act of cooking and baking, fostering a deep sense of nostalgia and connection among participants.

This dynamic social media campaign, rooted in the rebranding efforts of Betty Crocker, aims to reinvigorate the brand's relationship with Gen Z. By embracing their love for technology, social media, and self-expression, "Show Us Your Betty" empowers individuals to showcase their baking prowess, create lasting memories, and build a community centered around the joy of home baking. Join us on this exciting journey as we redefine the baking experience for a new generation and cement Betty's place as the go-to brand for delectable desserts and cherished family traditions.

Betty App

We recognized the missed opportunity when Betty Crocker shut down its app at the start of the Covid pandemic and now aims to rectify it by creating a new and improved app for the brand.

Understanding the importance of adapting to changing consumer habits and capitalizing on the growing interest in baking during the pandemic, I realized that Betty Crocker needed an app to engage and retain its loyal followers while also attracting new ones. The decision to shut down the previous app was a missed opportunity, as baking emerged as a popular hobby and the perfect time for Betty Crocker to extend its reach and deepen its connection with consumers.

To create the new app, I drew inspiration from successful food apps like Pillsbury, one of Betty Crocker's main competitors, which has garnered high ratings in both the App Store and Google Play Store. Following a similar model, the app will feature a wide range of recipes while also incorporating social networking elements to foster a sense of community among users.

Members will have the opportunity to connect with like-minded individuals, form groups, and engage in conversations about baking tips, tricks, and techniques. This social aspect of the app will allow users to share their baking experiences, seek advice, and inspire one another. To enhance the user experience and provide support, a chat function will be available, enabling users to directly communicate with trained Betty Crocker staff. This personalized interaction will address any questions, concerns, or curiosities users may have regarding food, cooking, or baking.

Throughout the app development process, I employed wireframing techniques and utilized Figma to create interactive prototypes. This ensured a seamless user interface and intuitive navigation, providing users with a delightful experience while accessing recipes, engaging with the community, and connecting with the Betty Crocker brand.

The app's content will strike a balance between user-generated content and Betty Crocker's curated content. This mix will showcase the beauty and imperfections of baking, emphasizing that while presentation can be appealing, the ultimate goal is the taste and enjoyment of the final product.

Choosing to develop an app was a strategic move, considering the popularity of social media platforms among Gen Z, known for their dedication to technology and social networking. By providing an app that caters to users of all cooking and baking levels, we demonstrate that baking can be accessible and enjoyable, irrespective of one's skill level.

This app is an integral part of Betty Crocker's rebranding campaign, aimed at resonating with Gen Z and distinguishing the brand from its competitors in the box dessert mix market. By embracing technology, community-building, and culinary inspiration, the app will revamp the brand image and solidify Betty Crocker as a go-to resource for baking enthusiasts of all ages and experience levels.

Join us on this exciting journey as we unveil a user-friendly and engaging app that connects aspiring bakers, fosters a sense of community, and showcases the joy and creativity of baking with Betty Crocker.

The Great British Baking Show Collaboration

Here is an exciting brand collaboration between Betty Crocker and The Great British Baking Show, leveraging the immense popularity of the baking series to rejuvenate the Betty Crocker brand and engage Gen Z viewers.

Recognizing the widespread appeal of The Great British Baking Show, particularly among our target audience of ages 18 to 24, we seized the opportunity to collaborate with this beloved baking show for one full episode. This collaboration serves as a strategic platform to generate brand exposure, as the show enjoys a substantial following on popular streaming platforms like Netflix.

The Great British Baking Show's post-episode tradition of sharing the winning recipe on their social media account aligns perfectly with our goals. Leveraging the show's social media presence, we can extend our brand's reach and connect with Gen Z through a medium they are passionate about: social media. This collaboration not only offers exposure for Betty Crocker but also provides an authentic and engaging experience for the show's fans.

The episode itself will captivate viewers, combining the excitement of a competition reality show with a focus on food and baking. Contestants, representing a diverse range of cooking and baking skill levels, will showcase that baking can be accessible to everyone, reinforcing the core message of our advertising campaign. By incorporating a Betty Crocker product into their challenge, contestants will demonstrate the versatility and creative possibilities of using Betty Crocker's baking mixes. This segment will debunk the misconception that baking mixes are limited or only suitable for amateur bakers, showcasing how these products can be transformed into remarkable culinary creations.

This collaboration aims to rebrand Betty Crocker by dispelling the notion that it fails to resonate with Gen Z. By aligning our brand with the aspirational world of The Great British Baking Show, we position Betty Crocker as a relevant and engaging choice for young bakers. Through this collaboration, we have the opportunity to revamp the brand, attract a new audience, and showcase the potential of Betty Crocker products to elevate home baking to new heights.

As the episode airs and the collaboration unfolds, we anticipate significant exposure and engagement on social media platforms. Gen Z's enthusiasm for technology and social media, coupled with the appeal of both brands, will fuel conversation and excitement among viewers. Together, Betty Crocker and The Great British Baking Show create a dynamic partnership that bridges the gap between professional baking and the everyday home cook, inspiring a new generation of bakers to unleash their creativity in the kitchen.

Join us on this thrilling journey as we bring together the best of baking competition and the innovative spirit of Betty Crocker, forging a connection that captivates and empowers young bakers across the globe.

Fin.

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