Betty Crocker | Bake Someone Happy Social Campaign
Betty Crocker is an icon in the US, but in Australia as a brand it’s seen as a cheap pack et mix. Through reality TV shows, cooking was now competitive and perceived to be only for the amazing cooks. We knew mothers around Australia loved baking cakes and created #bakesomeonehappy to encourage them to express themselves through cake. It’s not about being perfect, it’s about a personal message that breaks all boundaries and who doesn’t like cake? We allowed them to share their creations via the Instagram hashtag that created a community that pushed the mothers to experiment further with their creations.
