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BETTY CROCKER - For The New Yorkers
New York is chaotic.
People are tired, stressed, late, and rarely soft.
What if Betty Crocker could insert a slice of comfort into city life?
The Big Idea - #IWantCake
What We Saw
A Cake for Every Mood.
Betty Crocker is here for the mess, from minor meltdowns to major missteps.
The Work
Sometimes, all it takes to make a moment feel better is a warm piece of cake.
From failed relationships to sidewalk rage, every New Yorker has a reason to say:
“I want cake.”
We baked it all: the mood, the visuals, the voice.
Posters for emotional crises, tweets for midnight meltdowns, and cake boxes for your sister’s RBF.
No matter the mess—Betty’s got your back. And your cake.
Print Ads – “Emotional Moments Need Cake”
We created a cheeky print series targeting real New York emotions: inner sidewalk rage, RBF, and breaking up...
All set on cake-textured backgrounds, because nothing heals like frosting.
Social – Instagram Feeds
Beginner-friendly. Emotionally supportive.
Betty talks like your funniest friend—with a whisk.
Twitter Engagement
On Twitter, Betty Crocker talks back—with sugar.
From finals-week breakdowns to dogs stealing dessert, the brand replies with heart, humor, and hashtags like #iwantcake and #wildlyawake.
Packaging Redesign – “For That Mood” Editions
Cake mix boxes rebranded for real-life moods: RBF, road rage, breakups, and sugar cravings. Because Betty gets it.
Note: Conceptual student work created for educational purposes only. Not affiliated with the brand.