General Mills UK is ensuring Betty Crocker ‘Shake to Make’ Pancakes are the key ingredient of Pancake Day celebrations – with TV advertising and other awareness-building support to reinforce the product’s ease of use (just-add-water) and its close relationship with this annual culinary occasion.
The company is helping retailers to maximise on this traditional event with activity that will ensure that shoppers head for Betty Crocker ‘Shake to Make’ Pancakes on the fixture when they are making preparations.
As part of a £1 million national TV push for the Betty Crocker brand, the advert will feature a special 10-second Pancake Day tag, giving bespoke support for the product in the week leading up to the 24 February occasion.
“Betty Crocker is becoming synonymous with Pancake Day in the eyes of consumers, who will be looking for ingredients to help them prepare the perfect pancake,” says Andy Foweather, Sales Director of General Mills UK. “Betty Crocker ‘Shake to Make’ Pancakes come in two varieties – ‘Traditional’, which is similar to a crêpe, and the thicker ‘American’ variant.
“The TV support will reinforce awareness at the start of a key purchasing period and encourage shoppers to stock up with Betty Crocker ‘Shake to Make’ Pancakes in time for the big day.
“The sales period around Pancake Day accounts for over 25% of total annual savoury baking mixes, so it is a key sales opportunity for brands such as Betty Crocker. We are ensuring that the ‘Shake to Make’ product once again fully delivers its sales potential this year.”
The TV campaign is backed up by activity on the consumer website (www.bettycrocker.co.uk), plus high profile in-store activity such as 30p off next purchase coupons in the major multiples.
The TV campaign is backed up by activity on the consumer website (www.bettycrocker.co.uk), plus high profile in-store activity such as tailor-made promotions and a special £1 price-marked pack promotion, which is running in participating wholesalers for a limited time until stocks last.
The support will build on the success of the brand during last year’s Pancake Day period, when it was the No 1 branded pancake mix. The shopper appeal of the Betty Crocker ‘Shake to Make’ products is evident from the fact that it had the strongest value rate-of-sale in the category. It also benefits from the established retail success of Betty Crocker – the No 1 baking mixes brand.
Ed Culf, Marketing Director of General Mills UK, says: “The beauty of Betty Crocker ‘Shake to Make’ Pancakes is that they are easy and very convenient to make. They offer home-made quality and consistent product delivery without all the fuss associated with making your own pancakes in the kitchen, which is very appealing to busy mums and dads.
“Betty Crocker is the number one and the fastest growing brand in baking mixes, and as the TV ad shows, it is all about family togetherness. All of this will undoubtedly make Pancake Day 2009 another great success.”
Pancake Day… DID YOU KNOW?
- Pancake Day is also known as Shrove Tuesday.
- Shrove Tuesday is the last day before Lent (the 40 days leading up to Easter).
- Pancake Day is a moveable feast and can fall anytime between 3 February and 9 March.
- The pancake recipe is featured in cookbooks as far back as 1439.
- The tradition of flipping pancakes dates as far back as the 17th Century.
General Mills UK