Baking mix brand Betty Crocker has joined forces with Macmillan Cancer Support as an Official Sponsor of its annual Coffee Morning event, helping raise vital funds to support people living with cancer.
‘Bake a Difference’ celebrates the two respective titans’ second year of partnership, supported by a social media, PR, influencer, e-commerce and shopper campaign delivered by creative agency Space. The coffee morning takes place on 24th September.
Macmillan’s Coffee Morning is an annual event dedicated to bringing people together over a cuppa, and to raise vital funds for people living with cancer, who need help now more than ever. This year, the official event date is Friday 24th September, but a Coffee Morning can be held at any time. Whatever the reason to host, no reason is too big or too small, and will help Macmillan continue to deliver the services people living with cancer rely on.
The core of the ‘Bake a Difference’ campaign will see Betty Crocker donate £100,000 to Macmillan Cancer Support through a ‘one pack = one donation’ mechanic, across four selected products: Devil’s Food Cake Mix, Chocolate Fudge Brownie Mix, Chocolate Fudge Icing and Buttercream Vanilla Icing.
The products will be wrapped in exclusive Macmillan green, shelf-ready packaging to drive awareness of the partnership in store. Betty Crocker will donate 10p per promotional pack to Macmillan Cancer Support, with a total donation of £100,000.
Space’s assets, which have been used to promote the products and the coffee morning, feature bespoke imagery that ranges from hero assets to product-specific creative and family moments. Key emotive messaging has been created and adapted by Space to work across social and digital channels, with bright pink backgrounds, mouth-watering cakes and soft font in the Macmillan house style.
Maeve Judge, Marketing Manager, meals & baking at General Mills, said: “Betty Crocker shoppers bake with purpose, whether that’s for a birthday, an event, cheering up a loved one or creating a reason to come together as family. Our partnership with Macmillan’s Coffee Morning highlights another important reason to get out the mixing bowl. We’re thrilled to be involved and honoured to play our part in helping the charity continue its crucial work.”
Claire Rowney, Executive Director of Fundraising, Marketing & Innovation at Macmillan Cancer Support, added: “At a time when people affected by cancer need support more than ever, Macmillan is facing a £100m drop in income due to the pandemic. Partnerships like this play a vital role in raising these funds, so Macmillan can continue to deliver crucial services to people living with cancer.”
Sean Kelly, Associate Director at Space, concluded: “The Betty Crocker and Macmillan Coffee Morning partnership was created to help people. It’s that simple. An hour baking, or the time it takes for a coffee & cake, is a powerful communal ritual. After the 18 months we’ve all had, connecting with our loved ones matters more so than ever before, and we were delighted to be able to draw on our creative capabilities to help spread this message. Macmillan has over a hundred years’ experience of improving people’s lives, and the Betty Crocker brand is all about bringing us together through quality food. We’re extremely proud to have had the opportunity to contribute to this legacy, and long may it continue.”
Image credit: Betty Crocker
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Editor, International Bakery
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