• Brandweek, Wednesday, September 29, 2010 10:05 AM

Betty Crocker Warm Delights broke a new campaign this week that shifts the brand message from the convenience of the treat to the benefits of "chocolate to the warmth degree." (Whatever that means, one is tempted to write, but you know, we here at Marketing Daily get it.)

Elaine Wong reports that three women in individual TV spots wait "longingly" as the dessert heats in the microwave. "There's chocolate, and then there's this. Warm Delights from Betty Crocker. So rich, so warm, it could make you melt," the voiceover says.

The new positioning sets the brand apart, according to Ned Russell, managing director of Saatchi + Saatchi Wellness. "[Consumers are] living in a world where there is not so much good news as there used to be before," he tells Wong. "[And so] what they really want is the reward." The campaign was created by McCann Erickson New York.*

*The article was amended after posting.

Read the whole story at Brandweek »