Betty Crocker: Dear Betty
ADBR 461 - Integrated Campaign
The Problem
Young adults are increasingly turning to social media, conversational tools, and online communities for cooking inspiration, yet many still feel intimidated by baking and unsure where to begin. Pressure around perfection, fear of failure, and unfamiliarity in the kitchen prevent people from seeing baking as approachable, personal, or flexible.
The Solution
To reintroduce Betty Crocker to a new generation of bakers, we created Dear Betty, an AI powered conversational platform inspired by the brand’s original letter writing history. The experience transforms Betty from a traditional baking icon into a real time source of reassurance, allowing users to ask questions, receive personalized guidance, unlock recipe variations, and share their experiences across digital and physical touchpoints. Through conversational design, community driven participation, and emotionally grounded storytelling, Dear Betty shifts baking from perfection focused instruction to confidence built through reassurance.
Dear Betty AI Platform
Dear Betty is an AI powered conversational platform designed to make baking feel less intimidating and more personal. Dear Betty responds to users in real time with reassurance, guidance, and recipe support, helping transform moments of uncertainty into moments of confidence, experimentation, and connection.OOH
TikTok Content
Participatory TikTok content designed to encourage users to share the recipe variations and baking experiences they unlock through Dear Betty. The format transforms baking into a social, community driven experience where users can showcase personal creations, inspire experimentation, and engage with Betty Crocker through creator style storytelling and shared participationPackaging Inserts
Physical packaging inserts designed to transform Betty Crocker products into an entry point for the Dear Betty experience. Spoon shaped inserts featuring QR codes unlock personalized recipe variations and baking prompts, encouraging users to experiment, build confidence, and continue their experience through digital participation and social sharing.
Tear-Off
A layered print advertisement designed to transform reassurance into a physical takeaway. Readers can tear off supportive responses that resonate with their own baking anxieties, while embedded QR codes connect each message back to the Dear Betty platform for continued encouragement and interaction.
Cake Picnic x Betty Crocker
A collaborative event series with Cake Picnic Tour designed to celebrate experimentation, self expression, and imperfect baking moments. By reframing the experience around “No perfect cake required,” Dear Betty encourages participants to share not just what they made, but the personal stories behind it.
AirBnb x Betty Crocker
Experiential Airbnb baking sessions designed to bring the reassurance of Dear Betty into a real world setting. Guided by professional pastry chefs, the experience encourages participants to experiment, build confidence, and embrace baking as something personal rather than perfection driven.