1. Who is the new Betty
She eats pickles and drinks vodka
You want her friendship
Betty Crocker is a man-made character. In fact, she is technically half man-- her last
name, Crocker, is from William Crocker, a former company executive. Today women
no longer need to be represented by a figure that was created by a man some 50
years ago. So, the new Betty Crocker is her own woman.
Betty Crocker is social, smart, and active. At 45 years old she lives in the suburbs
with her family where she jogs five days a week and has cocktail hour with her
girlfriends every week. In her free time she enjoys reading, jogging, and movie
nights with her family. She miraculously finds a way to put dinner on the table every
night, even with a full time job. She shops at the local coop and makes her meals
based on seasonal fruits and vegetables. After a long day at work she enjoys a
delicious meal with her family accompanied by glass of red wine or a cold beer. She
reads cooking blogs for meal inspirations but gained most of her cooking skills by
watching her mother in the kitchen.

2. BETTY CROCKER
Creative Brief
CHALLENGES
Consumers are familiar with the Betty Crocker brand, logo and design. Updating that image
may cause consumers to lose some of that recognition associated with the Betty Crocker
brand.Updating her look also means Betty loses some of that trust and connection she has
formed with her older consumers.
CURRENT POSITION
Betty Crocker is also a source for advice and tips in the kitchen, and Betty Crocker
consumers view her as a friend. The brand is positioned as an easy solution to cooking and
baking needs.
DESIRED POSITION
The Betty Crocker brand must be reevaluated to speak to the 21st-century consumer. The
new Betty must be able to adapt to changing technology in today’s market. She must be
innovative but trusted.
WHO IS BETTY?
Betty Crocker is social, smart, and active. At 45 years old she lives in the suburbs with her
family where she has cocktail hour with her girlfriends every week. In her free time she
enjoys reading, jogging, and movie nights with her family. She miraculously finds a way to
put dinner on the table every night, even with a full-time job. She shops at the local co-op
and makes her meals based on seasonal fruits and vegetables. Ensuring that her family eats
healthy is one of her top priorities. After a long day at work she enjoys a delicious meal with
her family accompanied by glass of red wine or a cold beer.
AUDIENCE
The Betty Crocker brand will be targeting women ages 20-40.These women live in urban
centers and are socially and physically active.Because they live such busy lives they like
having meals that are quick to make without sacrificing quality. While they care about what
they eat, cooking is not a top priority for them. They value healthy food and strive to
incorporate healthy and fresh ingredients into their cooking. Whether they live alone and
cook for themselves or they cook for their family, the target market relies heavily on the
ability to create meals they like. They gain ideas for new recipes from the web but learned
most of their cooking skills by watching their mothers in the kitchen. Most importantly, they
know what they like to eat. They have developed their personal taste buds over the years
and, while they are still willing to try something new, they buy and eat food according to
their palate.
WHAT DOES THE AUDIENCE NEED?
These consumers are individuals and need an outlet to express their individuality.They
need an electronic and social way to share and find recipes.They need baking and cooking
supplies that answer to their busy lives.They need good quality foods.They need healthy

3. options and good taste.They need to feel proud when they set their finished meal on the
table. They need someone to acknowledge that they may not have a lot of time to cook. They
need to be able to eat what they like.
HOW DOES THE BRAND FILL THAT NEED?
With new products emerging, such as gluten-free options, the Betty Crocker brand is
opening new opportunities for consumers to customize their purchases. The Betty Crocker
website is also a perfect place for consumers to communicate and share recipes with each
other.
Because Betty Crocker is viewed as a trusted figure in the kitchen, she is better able to
answer to specific needs of consumers.
OPPORTUNITIES
Betty Crocker has the opportunity to use the social web as a means for communicating with
her customers. Consumers use the social web to save time and the Betty Crocker website
will capitalize on their need for quickness.
FINALLY…
Betty Crocker knows what you like to eat.