WE ARE ALL BETTY CROCKER
INSIGHT
Recently, brands are taking a closer look at their icons, and some are finally removing their racist mascots. The removal of these brand characters reveals a huge lack of diversity in grocery aisles.
IDEA
For Betty Crocker’s 100th anniversary, it’s time the brand represented all of us. In 2021 Betty Crocker will reflect the real face of baking in America, which is very diverse.
We’ll start by admitting to a century old lie…
Betty Crocker’s portrait has changed many times over the decades, but has always been an amalgamation of multiple faces. This is why there is no reason for Betty to always be white, or to even look the same from day to day.
Betty was invented in 1921 by Gold Medal Flour to personalize responses to customer inquiries.
We will introduce a whole new generation of Betty Crockers, chosen because they exemplify the spirit of Betty in their love of cooking, creativity, and community outreach.
From Left: Sohla El-Waylly — Chef, restaurateur, and YouTube personality, Erchen Chang — Head Chef at Bao, Bao Fitzrovia and Xu in London, Bryant Terry — Vegan chef, food justice activist, and author, Action Bronson — Rapper, writer, and celebrity chef, Mashama Bailey — Award-winning American chef and author
These Bettys will take over Betty Crocker’s social media, bringing authenticity and fresh perspectives.
They will breathe new life into Betty’s boxes and brand, and help bring diversity to the baking aisle.
We will show the world that we are all Betty Crocker by inviting bakers to submit a recipe along with their portrait at bettycrocker.com.
Using their submissions, we’ll create a new portrait of Betty and a Betty Crocker cookbook that includes contributions from bakers across the country.
We will install smart billboards with cameras in grocery stores, to photograph shoppers and insert their portrait in the cake box template.
Customers can then print a cake box with their very own face on it.
We will collaborate with Easy Bake to make an oven for the younger bakers. Now Bettys of any age to make delicious creations.
Be Betty in your own kitchen, with Betty Crocker brand mixers, aprons, food savers, and more.
We are All Betty brings renewed relevance to a century-old brand by modernizing what Betty Crocker looks like and stands for.
Credits:
Riley Draper
Maddie Graham
Me