I was set this brief for Betty Crocker - "How do we drive penetration of Betty Crocker cake and spreadable icing by winning the Birthday occasion?" I had 3 days to come up with something. So this is my half-baked answer... (wordplay fully intended) After scratching the surface, it became apparent that Betty Crocker had a value perception issue, not a penetration one. Sometimes the business problem you think you have is actually the result of another problem and the two must be solved in tandem.

4. Baking is a public display of
Creativity
&
Skill
&
How you manage your home life
&
How much you care about
the people you cook for

5. Cake is competitive
And nobody likes a cheater
Pre-mix is seen as doping in the baking world

6. 1. It’s the lazier option
No Effort
Time
taken
=
1
hour
Time
Taken
=
2
hours
Time
taken
=
10
minutes
High Effort

7. That Egg isn’t just an Egg
It’s the pride and sense of accomplishment that comes from
greater involvement and effort

8. People are not only investing more time in
scratch cooking, but also more money
Sales of baking products and appliances have
risen by 62% (2007-2014)
3 out of 5 now bake regularly,
compared with 1 in 3 in 2011
SOURCES: The Daily Telegraph, IRI, John Lewis

9. 2. It’s both too safe and not safe enough
Low Risk, High Adventure High Risk, High Adventure
More range More range

11. Taking the ‘safer’ route should appeal
But ‘safe’ doesn’t wow anybody

12. Shelf Cakes and Boutique bakeries’ business models depend on
mouth-watering,
eye-catching,
track-stopping
Wow Factor
• New independent, boutique baking ventures increased
by 325% since the recession in 2009
• Marks & Spencer’s pre-baked cakes up 243%
SOURCES: Simply Business, M&S Data

14. 3. It’s the ‘ Cheap-skate ’ option
Throw money at the problem
£2.25
£2.63
++++
£2.65
-­‐
£10+++
Add in extra luxuries
Out of the ‘Cheap Skate’ options, we’re the most expensive
£0.99
£1.89
£0.22
£1.70
£2.25

18. ‘ Pre –’ suggests you can’t put any extra
in to get any extra out.
Pre-mix
Pre-tested
Pre-cautious
Pre-prescribed
Pre-fabricated
Pre-arranged
Pre-fixed

20. From Pre to Pro
Pro-mix
Pro-active
Pro-ductive
Pro-fessional
Pro-gressive
Pro-ficient
Pro-ject

21. Make Timid Bakers into
Culinary Adventurers
Just 14% think they have decent home baking skills.
Sell them reassurance and confidence to get more involved and ‘up
their game’ from pre-baked. Guarantee similar results via a
‘reassuringly expensive’ price tag.

22. By positioning Betty Crocker as a tool box
of curious and adventurous ingredients
With a price that reassures it’s quality,
Packaging that reassures it’s tasteful
And a picture that shows its attainable.

23. 25% have fibbed about taking a baking shortcut.
Show them that they’re not ‘doping’, but ‘performance enhancing’.
Betty Crocker is no more cheating than using a magi-mix.
It takes care of the boring stuff so you can up your game.
Convert Scratch Cooking Snobs
into Serious Show-Offs

24. By positioning Betty Crocker as a raw
ingredient, the foundations on which to build
your culinary imaginations.
In the USA a ‘Pre-mix’ is a raw ingredient.
It’s the Lego brick of the baking world.