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September 30, 2010

Oh, Betty Crocker Warm Delights, why must you tease me so?

By Elaine Wong on Thu Sep 30 2010

We can all relate to those moments of impatience when we're waiting for our favorite baked treat to warm up. That's the thinking in some new ads for General Mills's Betty Crocker Warm Delights brand, showing three women making faces on the other side of a microwave window. ("Just add water and microwave," the product's instructions say.) The ads (each woman has her own spot, in addition to the combo spot shown here), by McCann Erickson in New York, mark the brand's first return to TV advertising in more than a year. They're part of the Betty Crocker baked goods brand's strategy to tap into the recession-driven comfort and indulgent foods trend. It's also accompanied by a Facebook sampling push, as well as an interactive game that encourages "me time!" Now, that's exactly what BrandFreak needs. Wait, there's another story to cover?

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