Betty Crocker embraces the modern American family.
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.
To humanize our findings, we created a series of mini-documentaries that depicted the daily lives of four different kinds of homemakers and their nontraditional families.
Then, we created a Betty Crocker experience at Pride in New York and Minneapolis to celebrate with a community that’s building upon traditional notions of family. The idea was produced as the winner of General Mills’ Bold Experiment competition.
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.
Betty at Pride case study video, which was shared broadly during “National Coming Out Day.”
When Minneapolis voted to become one of the first states in the U.S. to legalize same-sex marriage, Betty Crocker joined the historic occasion by gifting the first three couples to be wed in the state with custom wedding cakes.
“...the phrase “homemaker” seems old-fashioned, conjuring up images of kitchen-bound women in aprons. But rather than run from the word, General Mills is seeking to put a modern twist on it. ”
“Betty Crocker is helping to show Americans that the key ingredient to a family is simply love.”
“...a commitment to highlighting and celebrating the diversity of families”
“Betty Crocker’s finding her way into the modern-day American family’s kitchen...”