The Launch All-Channel approach in action: Betty Crocker

Brief

Put together an all-channel PR and digital campaign to launch the new range of Betty Crocker Whoopie Pies in the UK

Challenge

Both Betty Crocker and Whoopie Pies are already well known in the United States, neither has strong penetration in the UK

Strategy

Working closely with General Mills, Launch Group helped come up with the concept of ‘Whoopie Moments’: those little unexpected and amusing moments which make you ‘whoop with joy’. It could be the time you baked the perfect brownie for someone special, or when your partner surprised you with a gift

Launch Group designed and built a bespoke Facebook application for Betty Crocker’s UK page. It allowed fans to ‘Share’ their Whoopie Moments for a chance to win prizes, or ‘Nominate’ others to receive a Whoopie Moment of their own

The Facebook application formed the focus for ALL of the marketing around the launch of Whoopie Pies: TV advertising included a call to action to ‘Share your Whoopie Moment’, as did the radio advertising. Facebook advertising and PPC activity (run by Launch) also helped to drive traffic to the app

A full PR campaign, including a launch XP event at the Good Housekeeping kitchen, perfectly complemented the digital and ATL activity – providing mainstream coverage with a call to action to visit Facebook

Results

750 competition entries across the two mechanics housed within the app

An increase in 12,000 fans of the Betty Crocker UK Facebook page

34,000 views of the Whoopie Moment tab

4,800 people talking about the page at the campaign’s peak

17 pieces of PR coverage (including the Mail Online)