The Project​

Betty Crocker is a is a renowned brand in the culinary world, primarily associated with baking products, cookbooks, and food mixes. Created by the Washburn Crosby Company in 1921, Betty Crocker became an iconic figure symbolising home baking and cooking expertise. Despite being a fictional character, Betty Crocker became a household name, representing the idea of homemaker and culinary authority.

Over the decades, Betty Crocker has evolved to offer a wide range of products, including cake mixes, frosting, brownie mixes, and various baking ingredients. The brand’s cookbooks have also been highly popular, providing recipes and tips for both novice and experienced cooks.

Since taking on Betty Crocker’s social media account, I wanted to create a strong online presence for the brand. Taking a deep dive into its brand and consumer analysis, I wanted to preserve its heritage whilst adapting to contemporary consumer needs and market trends. To do this I provided photoshoot direction and a mood board to their internal kitchen team to help position the product as up-to-date and in tune with the tastes of modern consumers, focusing on negative space for text and illustrations, abstract imagery and highlighting the quality of the product. As well as looking at competitors to gage inspiration for graphics, process shots and promoting recipes through reels, carousels, and imagery, this helped to drive website traffic and engagement as well as net followers for META.