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So with the launch of the gluten free items, the Betty Crocker dessert mixes, we really
made a pretty dramatic shift in how we typically launch things. First of all leveraging the
digital and social media was really quite different for us to target this very niche
group. So that was-- I kind of think about us expanding our tool set that we have been
mass marketers for a real long time. But as consumers continue to fragment, we really
need to expand our tool kit to have multiple ways in to really connect with our consumers.
And so that was the first thing that was different about this launch. The second thing I would
say that’s really different is just the whole timeline. That when we were starting
to work on Betty Crocker gluten free, what we realized was that by going through digital
and social medium, we were able to create content much more quickly and that we were
able to actually refresh it more quickly. As consumers have engaged in the conversation
with us and told us what they prefer, what they like, what they’re hoping for, we’ve
been able to kind of change our content, develop new recipes and help them meet their needs.