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Shake up Pancake Day Sales with Betty Crocker

Betty Crocker, the UK's No 2 branded sweet baking mix from General Mills, is putting the focus on Pancake Day in 2008 thanks to a dedicated Pancake Day marketing and promotional support campaign, spearheaded by a TV campaign that forms part of an overall 1 million investment for the brand.

Headlining the campaign is a TV advertisement that will raise awareness of the Betty Crocker 'Shake to Make' Pancakes range.

The ad is being aired over the five days leading up to Pancake Day, on February 5th, and will be broadcast nationally on terrestrial and satellite television channels.

The ad has been designed to illustrate the ease and convenience of preparing pancakes using Betty Crocker 'Shake to Make' Pancakes offering consumers home-made quality without the fuss. It reinforces the product's simple instructions just add water, shake and pour. Betty Crocker 'Shake to Make' Pancakes come in two varieties - 'Traditional', which is similar to a crpe, and the thicker 'American' variant. Betty Crocker 'Shake to Make' Pancakes can be created to suit all tastes, making them perfect not only for Pancake Day but for all year round.

The ten-second ad starts by showing a Betty Crocker 'Shake to Make' Pancake pack being filled with water from a kitchen tap. The lady in the ad is then shown shaking the pack and pouring the pancake mix into a frying pan in order to make delicious pancakes. All the while a narrator describes the simplicity of preparation. Finally, the ad cuts to the end frame, which features the Betty Crocker strap-line: 'Homemade made easy' and reminds consumers not to 'forget pancake day'.

Not only that, but they will be incremental to the category, with 60% of consumers choosing Betty Crocker 'Shake to Make' Pancakes over an alternative pancake purchase, 2 and they are a proven sales performer for retailers outstripping all other pancake mixes in terms of rate of sale around Pancake Day 2007.

Linda Hipkiss, Marketing Director, General Mills, says: "The fact is that consumers want something of excellent quality that is quick and easy to provide. Recent studies show that consumers view 'just add water' as an easier and more cost effective way of cooking than 'just add milk' and it makes an amazing pancake!"

Other Betty Crocker activity surrounding Pancake Day will include PR and web activity; tailor-made retailer promotions; and in-store activity.

Make the most of Pancake Day on February 5th by stocking up on both varieties of Betty Crocker 'Shake to Make' Pancakes.
Contact Information
For further information please contact:

General Mills
Tel: 01895 201100
www.generalmills.com