Betty Crocker

Challenge

Tackle “Baker’s Block” the lack of confidence that stops one in three people from baking in the first place.

Insight

Lots of people love the idea of baking. They’re just worried the thing they make won’t look or taste anything like the thing in their head.

Creative

So we built the AI-powered Dream Bake Studio. Visitors sketched their dream cake, AI turned it into a piece of visual inspiration, and we gave them a personalised Betty Crocker baking kit to help them actually make it. The technology wasn’t the end product. It was simply there to give people the confidence to start.

Results

Hundreds of people went from drawing an idea to baking it for real, and the project went on to win multiple IPM Awards.

Role

Concept, Pitch, Creative Direction, Team Leadership