General Mills | Betty Crocker influencer kit
Challenge
In celebration of its Betty Crocker brand’s 100th birthday, General Mills planned a buzzworthy influencer campaign designed to engage and delight consumers.
They needed a partner who could design and deliver each influencer’s customized kit filled with their chosen Betty Crocker ingredients and products for baking.
![Betty Crocker Influencer Kit packaging design by Imagine](https://imaginegroup.imgix.net/general/Betty-Crocker-Influencer-Kit-outer-packaging-design-by-Imagine.jpg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.541&fp-y=0.4985&h=867&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=fb7eab7774a0c9f332d94751c934aa93 1200w, https://imaginegroup.imgix.net/general/Betty-Crocker-Influencer-Kit-outer-packaging-design-by-Imagine.jpg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.541&fp-y=0.4985&h=1735&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=7e3ce35e3cb5051c95d319364db87614 2400w, https://imaginegroup.imgix.net/general/Betty-Crocker-Influencer-Kit-outer-packaging-design-by-Imagine.jpg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.541&fp-y=0.4985&h=555&ixlib=php-3.3.1&q=60&usm=20&w=768&s=9bdcf9fa2cef9e08d866d65ddf899c3a 768w)
Solution
Without knowing up front which products each baker-influencer would select, we recognized that every kit had to accommodate all potential combinations of ingredients. This guided our design.
From there, our creative kitting experts developed the idea for a secret compartment within the gift box in which a special-edition cookbook could be hidden for an added surprise-and-delight moment for recipients.
We designed a spot-on Betty-Crocker-red box made entirely of paper products, sans adhesive, with the least amount of exposed fibers/edges.
Special confetti crinkle paper was used inside each kit to give a nod to the birthday party experience and protect the contents.
![Betty Crocker Influencer Kit - kitting fulfillment creative engineering by Imagine](https://imaginegroup.imgix.net/general/Betty-Crocker-Influencer-Kit-contents-kitting-fulfillment-creagive-engineering-by-Imagine.jpg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.507&fp-y=0.6183&h=900&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=0283090348b2243f5ffbac3856cd6561 1200w, https://imaginegroup.imgix.net/general/Betty-Crocker-Influencer-Kit-contents-kitting-fulfillment-creagive-engineering-by-Imagine.jpg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.507&fp-y=0.6183&h=1800&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=ab291d4138a070ab54d21e0eaa1686fb 2400w, https://imaginegroup.imgix.net/general/Betty-Crocker-Influencer-Kit-contents-kitting-fulfillment-creagive-engineering-by-Imagine.jpg?auto=format&crop=focalpoint&domain=imaginegroup.imgix.net&fit=crop&fp-x=0.507&fp-y=0.6183&h=576&ixlib=php-3.3.1&q=60&usm=20&w=768&s=b643e5a11ee378309e15500031a101c6 768w)
Results
These kits served as the perfect physical complement to the virtual birthday party and baking competition.
By uniting cooks and bakers around their beloved brand with these personalized gift boxes, General Mills choreographed an unforgettable experience that reinforces who they are and why their brands are admired above others.
What's more, General Mills and Imagine received a GDUSA Graphic Design award for this work, a testament to the creativity and partnership we created together.
How will you create the next unforgettable experience with your brand? Talk to one of our experts →