With this campaign we wanted to give Betty Crocker a bigger role in culture, by focusing on household inequality. During the pandemic, the lockdown has really brought into focus the inequalities of household labour in homes across the UK. Depressingly, things haven’t actually progressed much since the 50s. Even when women are the primary earners in their family, they still do five hours more housework and eight hours more child care per week than men.
Previously, Betty Crocker’s role had been ‘helping women in the kitchen’, which is now obviously incredibly dated, so instead we moved their positioning to become ‘helping families in the home’ to become more progressive and inclusive. Because Betty Crocker exists to make life easier, they’re perfectly placed to help make life fairer.
We needed to bring this to life by showing a family where each member is helping in the home, as an illustration of what equality should look like. But rather than just showing family members playing their part, I wanted to have some fun with how we show each of them helping each other. This spot is called Meet the Helpers. A family, who when we see each member helping, magical things start to happen. Shot remotely during the pandemic, I’m really pleased with how we addressed a big issue with some heart and humour.