LONDON - General Mills UK is launching a £1m Shrove Tuesday-themed TV campaign to support its Betty Crocker 'Shake to Make' Pancakes brand.
The ad will feature a special 10-second Pancake Day tag, giving bespoke support for the product in the week leading up to 24 February, highlighting both its 'Traditional' and thicker 'American' variants.
The TV campaign is backed up by activity on the brand's , plus in-store activity including tailor-made promotions and £1 price-marked packs.
The company says that the run-up to Shrove Tuesday accounts for more than 25% of total annual sales of savoury baking mixes.
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