Virtue UK
Wed, 14 Oct 2020 09:35:12 GMT
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.”
view more - CreativeAgency: Virtue
Creative Director: Rich Perusi
Creatives: Wren Graham, Ieva Blazeviciute, Tao Thomsen, Christine Smith
Executive Creative Director, Northern Europe: Morten Grubak
Producer: Katrine Filt
Head of Production, Northern Europe: Heidi Baltzer
Senior Strategist: Rozina Bashir
Senior Account Director: Mirrelle Rank
Account Director: Millie Forrest
Managing Director, Northern Europe: Louise Lang
Client: General Mills (Betty Crocker)
Client team: Arnaud Sliwa, Aris Pantopoulos, Jessica Chardes, Estrella Lopez-Brea, Arjoon Bose
Production Company: Hobby Films
Director: Carl Sundemo
Executive Producer: Anna Bergström
Producer: Ludwig Bile
Director of Photography: Hannes Isaksson
Production Designer: Nicklas Nilsson
Props Master: Carl-Adam Kjellström
Stylist: Liselotte Bramström
Hair & Make-up: Madeleine Gaterud
Food Stylist: Monica Eisenmann
Editor: Carl Sundemo, Hobby
Grade: Edward Negussie, WGTAM
Sound Mix: Martin Mighetto
Music: Felt
Composer: Jeremy Birchall
Online: Tomas Wall, Cinegrace
Genres: People
Categories: Food, Home baking
Virtue UK, Wed, 14 Oct 2020 09:35:12 GMT