Who ?

Betty Crocker, one of the wellest-known brands created by General Mills, selling cake preparations and other baking ingredients.

What’s the utility ?

Introduced in 1921, Betty Crocker had quite a long history of trying to help people cook.

The first Betty Crocker’s cookbook was introduced in 1950, using charts, photography and extensive data to ensure a full understanding for people who would have liked to reproduce the recipes. Since then, many different editions have been printed, ensuring a large success to the brand.

Betty Crocker is now taking advantage of the digital medium to help people cook and get a bigger awareness of the brand. For this purpose, a mobile app was created, containing over 9,000 recipes:

The brand also proposes an iPad app, and a YouTube channel with more than 150 videos explaining how to cook different dishes using its product, with several categories for different purposes. The YouTube page has more than 14,000 followers and around 15,000,000 views.

Betty Crocker seems to be on the look for seamlessness, using an integrated strategy consistent with the brand’s core values, helping people use its products in the best way.

Tagged: betty crocker, brand, brand utility, ipad app, iPhone app, mobile app, utility, YouTube