I Like Music
Electriclime gif
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Betty Crocker Whisks Magic Back into Modern Day Kitchens

Creative 482 Add to collection

First work from VIRTUE to reposition Betty Crocker in the UK market as it approaches its 100 year anniversary

Betty Crocker Whisks Magic Back into Modern Day Kitchens

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 - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Agency: 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