Betty Crocker, the sweet baking mix from General Mills, is launching a dedicated Pancake Day marketing campaign in the UK.
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A TV campaign will spearhead a GBP1m (US$2m) investment behind the brand and will look to raise awareness of the Betty Crocker “shake to make” Pancakes range.
The ad is being aired over the five days leading up to Pancake Day on 5 February and will be broadcast nationally on terrestrial and satellite television channels.
General Mills marketing director Linda Hipkiss said: “The fact is that consumers want something of excellent quality that is quick and easy to provide. Consumers view ‘just add water’ as an easier and more cost effective way of cooking than ‘just add milk’ – and it makes an amazing pancake.”
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By GlobalData
