“And we’re going to continue to shine at Dr. Phillips Center.”
Since 1921, Betty Crocker's mission has been to empower homemakers. Today, many who act as the homemaker in their family don't identify with the traditional image of homemaking and the stereotypes that surround it, creating a disconnect with the brand. Betty Crocker asked us to help them redefine homemaking and reframe the brand for modern homes and families.
To embrace modern homemakers, we needed to create greater awareness of who they are. We partnered with family studies expert Dr. Stephanie Coontz to share her research on the contemporary American family and the homemakers behind them. The content was served up digitally via a downloadable report and an anthem video that reflected Betty’s philosophy toward the concept of family.
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We created a family friendly area within Pride, offering cookie and cupcake decorating. Visitors shared their creations to #bettysfamily.
We invited visitors into a video booth and asked “What is the one thing you want the world to know about your family?” Responses populated a special “Betty’s Family” Tumblr.