© 2019 Ampere Communications, LLC

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BETTY CROCKER

As part of a major brand repositioning, Betty Crocker launched The Families Project to engage and reflect today’s modern family.

 

Ampere brought this to life by inviting Minnesota’s first same-sex couples to legally marry to celebrate with a cake tasting and donation for their ceremonies.

The brand's gesture to support all families was recognized by consumers, media and LGBTQ leaders such as the Human Rights Campaign, GLAAD, Huffington Post and The Advocate. Extensions of the campaign included a presence at New York City and Minneapolis Pride festivals.

The program won General Mills’ highly competitive internal “Bold Experiment” award for the most innovative and results-charged marketing communications program of the year.