Download - Betty Crocker - What's her problem?
Baking is a public display of
Creativity &
Skill &
How you manage your home life &
How much you care about the people you cook for
Cake is competitive
And nobody likes a cheater Pre-mix is seen as doping in the baking world
1. It’s the lazier option No Effort
Time taken = 1 hour
Time Taken = 2 hours
Time taken = 10 minutes
High Effort
That Egg isn’t just an Egg
It’s the pride and sense of accomplishment that comes from greater involvement and effort
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
2. It’s both too safe and not safe enough Low Risk, High Adventure High Risk, High Adventure
More range More range
Taking the ‘safer’ route should appeal
But ‘safe’ doesn’t wow anybody
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
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
‘ 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
From Pre to Pro Pro-mix
Pro-active Pro-ductive
Pro-fessional Pro-gressive Pro-ficient Pro-ject
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.
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.
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
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.