The Situation:
Since 1921, Betty Crocker has built its brand around empowering homemakers. But many people who run their households no longer identify with the traditional image of homemaking or the stereotypes attached to it, which created a growing disconnect with the brand. Betty Crocker asked us to redefine homemaking and reframe the brand for modern homes and families.
The Objective
Build awareness of who today’s homemakers are and position Betty Crocker as a brand that celebrates every kind of family. We partnered with family studies expert Dr. Stephanie Coontz to publish research on the contemporary American family, released through a downloadable report and an anthem video. A series of mini-documentaries then followed four homemakers and their nontraditional families, putting faces to the findings.
Outcomes
Won General Mills’ Bold Experiment competition, which funded a Betty Crocker experience at Pride in New York and Minneapolis
Gifted custom wedding cakes to the first three same-sex couples married in Minnesota
Earned coverage and recognition from Advertising Age, The Huffington Post, PRWeek, GLAAD, and the Human Rights Campaign, among others
When Minnesota voted to become one of the first states in the U.S. to legalize same-sex marriage, Betty Crocker joined the historic occasion by gifting the first three couples to be wed in the state with custom wedding cakes.
“...the phrase “homemaker” seems old-fashioned, conjuring up images of kitchen-bound women in aprons. But rather than run from the word, General Mills is seeking to put a modern twist on it. ”
“Betty Crocker is helping to show Americans that the key ingredient to a family is simply love.”
“Betty Crocker’s finding her way into the modern-day American family’s kitchen...”
“...a commitment to highlighting and celebrating the diversity of families”
Credits:
Creative Lead: Elias Martinez
Strategy Lead: Nien Liu
Designers/Illustrators: Grant Wilson, Keith Van Erdewyk, Brian Danaher
Producers: David Annis, Sarah Heuer, Jason Santos
Copywriters: Claire Dawson, Jason Zabel
Partners: Adrian Ho, Christian Erickson, Brad Surcey
Integrated Solutions for Complex Needs
We align technical insight with disciplined execution to provide measurable gains across operational, financial, and strategic domains.