Baking mix brand Betty Crocker has announced a partnership with Macmillan Cancer Support’s Coffee Morning.
Supported by Betty Crocker’s new ‘Bake a Difference’ campaign, the tie-in will see the brand donate £100,000 to Macmillan Cancer Support through a ‘one pack = one donation’ mechanic across four selected products:
- Devil’s food cake mix
- Chocolate fudge brownie mix
- Chocolate fudge icing
- Butter cream vanilla icing
The products will be wrapped in Macmillan Green shelf ready packaging to drive awareness. For every pack bought, Betty Crocker will donate 10p to Macmillan Cancer Support, for a total donation of £100,000.
‘Bake a Difference’ kicks-off on 23 August and runs until the event on 24 September. The campaign includes PR, social media, influencer, e-commerce and shopper activity.
Macmillan’s Coffee Morning is a key baking occasion, and this is the second year that Betty Crocker has collaborated with the charity to drive donations to make a difference for people living with cancer.
Maeve Judge, Marketing Manager, Meals & Baking at General Mills, said: “Betty Crocker shoppers bake with purpose – whether that’s a birthday, an event, cheering up a loved one or creating a reason to come together as family – and our partnership with Macmillan’s Coffee Morning highlights another important reason to get out the mixing bowl.
“The 2021 event will no doubt be extra special as people come together after an incredibly difficult 18 months. We’re therefore thrilled to be involved and honoured to play our part in helping the charity continue its crucial work.”
Claire Rowney, Executive Director of Fundraising, Marketing & Innovation at Macmillan Cancer Support, commented: “At a time when people affected by cancer need support more than ever, Macmillan is facing a £100m drop in income, because of the pandemic. Partnerships like this play a vital role in raising these funds so Macmillan can continue do whatever it takes to help people with cancer live life as fully as they can.”
