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.