General Mills UK is trying to ensure Betty Crocker ’Shake to Make’ pancakes are the key ingredient of Pancake Day (February 24) celebrations. The product will be backed by TV advertising and other awareness-building support to reinforce its ease of use (just add water) and its close relationship with this annual culinary occasion.

As part of a £1m national TV push, the ad will feature a special 10-second Pancake Day tag, giving bespoke support.

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