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Betty Crocker Home Baking Kits
General Mills had realised that there was a larger opportunity in home baking than they were currently leveraging and wanted to find a way to unlock it.
Betty Crocker in the UK had become old fashioned and a bit tired and therefore needed a re-fresh through a compelling but sensitive evolvement of the brand.
Project Scope:
Brand design
Main Questions:
- How can Betty Crocker be made more relevant to the modern British family?
- How do consumers perceive Betty Crocker?
- How can we segment the range so consumers can happily find what they are looking for in the store?
