Bet­ty Crocker
Helping a Heritage Brand Embrace What the Modern Family Is Today

Amer­i­ca has changed since Bet­ty Crock­er first came on the scene. An hon­est look at the def­i­n­i­tion of the mod­ern fam­i­ly was long overdue.

Since the brand got start­ed in the first half of the 20th cen­tu­ry, Bet­ty Crock­er has always served and sup­port­ed fam­i­lies in a way that was pro­gres­sive for its time. But for some peo­ple, Bet­ty Crock­er has become asso­ci­at­ed with old-fash­ioned values. 

Many fam­i­lies today see home life as some­thing entire­ly dif­fer­ent from how their par­ents or grand­par­ents lived. We saw an oppor­tu­ni­ty to use Bet­ty Crocker’s icon­ic sta­tus as a way to sup­port these peo­ple and fuel rede­f­i­n­i­tion of fam­i­ly life in America.

While the label of home­mak­er has fall­en by the way­side, the need for pro­vid­ing a safe and lov­ing home is as impor­tant as ever.

Homemaking used to equate with mom keeping an immaculate home and serving a perfect dinner promptly at 6 p.m.

Today, every member of the family has to play their part in creating a cohesive and safe culture within the home for everyone to thrive in.

We felt like there was a place for Betty Crocker to help gather the information that was out there and share it with the world – to demystify what it means to be a successful family and help everyone talk about their challenges and their strengths.

This would allow Betty to recognize there are more definitions of family than ever before: interracial marriages, divorces, singles, same-sex couples, stepparents and the like. And celebrate the unique strengths of every kind of family. For in every instance, it’s love that makes a house a home.

Families Project

Part­ner­ing with fam­i­ly stud­ies expert Dr. Stephanie Coontz, we cre­at­ed a report on the mod­ern fam­i­ly. Called Home: The State of the Amer­i­can Fam­i­ly, it cel­e­brat­ed the dif­fer­ences that make fam­i­lies great. The report was served up dig­i­tal­ly and was accom­pa­nied by a video that reflect­ed Betty’s phi­los­o­phy towards family.

Film Series

To add tex­ture to the Fam­i­lies Project, we worked with the film­mak­ers at Group The­o­ry to cre­ate doc­u­men­taries on four unique fam­i­lies and what makes them strong. Each vignette was served up on the Fam­i­ly Projects site, where we also invit­ed peo­ple to share their own sto­ries to pop­u­late the social media-dri­ven mosaic.


Bet­ty took part in Pride events in Min­neapo­lis and New York City, wel­com­ing fam­i­lies to make cup­cakes invit­ed and to record video of their sto­ries about what fam­i­ly means to them. The result­ing edit was picked up by many nation­al media out­lets includ­ing, Huff­in­g­ton Post, Ad Age and Advo​cate​.com.