Betty Crocker
Baked-in goodness
General Mills, well known for feeding families for nearly 75 years, stands for homemade goodness. This is particularly true of its baking products line, Betty Crocker. The indelible character, Betty Crocker, had originally been developed as a spokesperson for its baking products contests and recipe promotions. This marketing tool was extremely well received, yet underutilized.
Challenges
General Mills asked Lippincott to enhance the packaging concept for the company’s baking product line
Actions
Built on the popular image of Betty Crocker, by extending the name into all its baking goods
Created the Betty Crocker spoon logo to strengthen the association with homemade goodness across all related baking products