Ninety-year old global baking brand Betty Crocker has an incredibly rich heritage. But the brand wasn’t making the most of it – instead it felt tired and dated. With baking making a huge comeback in the UK, General Mills felt the time was right to breathe new life into Betty. So began a ground-up relaunch of the brand.
Creative consultancy The Collaborators developed a new look for the brand which took the brand’s heritage as a starting point for a rich and evocative brand story.
This change was a challenge for research. Firstly, the research needed to establish whether this new direction was right for the brand – that it tapped into the contemporary retro movement, without being old-fashioned or transient; that it evoked female empowerment, not archaic, misogynistic values.
Secondly, we needed to explore to what extent the packaging fulfills its basic requirements – could existing buyers still find their product? And would they navigate across the wide range, from muffins to cupcakes to cookies?
This called for an innovative research approach. We used a methodology called ‘The Big Fixture’ – which blends qual with quant methods in an environment that gets as close to the reality of shopping as research can achieve. It uses a quant-like approach to explore whether the new pack was findable and browsable, and a qual approach to allow in-depth exploration of what it said about the brand.
It guided the development of the design to ensure that the new design approach evoked the right messages whilst ensuring a smooth transition for shoppers.
Here’s The Collaborators’ video case study: