Betty Crocker to take on Great British Bake Off with new advert
Betty Crocker, the American baking products manufacturer, will aim to offer an alternative vision of bakery to the BBC's Great British Bake Off in a new television advert.
The new offering, created by Bath-based food specialists, The Collaborators, has been described as "the complete antidote to The Great British Bake Off, all about baking bringing pleasure and love - not blood, sweat and tears!"
The advert depicts the respective baking experiences of four women, offering slogans such as "bake like there's nobody judging" in an attempt to break with what it sees as the competitive image of baking conjured by The Great British Bake Off.
Ed Culf, marketing director at General Mills, commented; “The nation continues to be gripped by the surge in home baking. Betty has 9 decades of baking expertise and all the credentials needed to help British women enjoy the baking buzz the easy way.”
Rachel Wood, director at The Collaborators added: “We all love Betty and the most important thing for us was bringing her spirit to life. Baking can give so much pleasure and fulfilment. It’s about love, not science. We hope more people in the UK discover the light-hearted side of baking and have as much fun with Betty as we have.”
The Betty Crocker brand was devised in 1921, with the company introducing the world's first cake mix in 1947.