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.