Betty Crocker Whisks Magic Back into Modern Day Kitchens

Betty Crocker aired their new TVC in the UK after almost seven years. In this spot Betty Crocker and VIRTUE aim to reflect the diversity of modern family life and go beyond the portrayal of the stereotypical female 'homemaker'. This is the first brand work for Betty Crocker since it appointed VIRTUE, the creative agency by VICE, as their lead agency for brand communications for Europe-Australasia.

Betty Crocker is an iconic brand from General Mills that has been leading in the cake mix category and helping homemakers for almost 100 years. As the idea of a homemaker evolved since 1921, the TVC aims to reposition the Betty Crocker brand by representing the modern-day homemaker in the present day building on the idea that baking is about togetherness and ‘Magic happens when we work together’

In response to a growing number of reports on families (and women in particular) struggling to juggle the demands of life, work, and childcare during lockdown, the spot depicts a fairer division of labour in which a family works together to bake a cake. In playful and surreal scenes, magic literally happens when a family works together to bake a cake. This creative platform ensures that Betty Crocker builds long lasting brand communications focused on helping families in the home while guiding the campaign topics, ensuring Betty Crocker is culturally relevant.

Arnaud Sliwa, business unit director Europe and Australia for Betty Crocker says: “With this repositioning campaign we really wanted to emphasise our brand purpose of encouraging family connections and nurturing the family bond. As we are approaching our 100 years anniversary, this is a real turning point for us as a brand. The campaign does a great job in reinforcing the emotional benefits of baking, without losing the warm and joyful tone of voice that matches Betty’s personality.”

Rozina Bashir, senior strategist at VIRTUE says: “At VIRTUE we always aim to find ways for brands to contribute to culture, and matter to the world. The UK is a pretty cake-obsessed nation if the Great British Bake Off is anything to go by, and during lockdown we saw a huge increase in home baking. This makes it a very exciting time to kick off a partnership with such an iconic brand like Betty Crocker within the baking category.”