Betty Crocker is gearing up for its biggest-ever Pancake Day on Tuesday March 8.
Its Shake to Make pancakes will be advertised on TV for a record 18 days.
According to IRI data, 6.8 million pancake batter units were sold around Pancake Day last year and Betty Crocker’s support saw its unit sales increase by 45%, and its value rise by 43% to £2m.
Further support for the brand will come from 30p money-off-next-purchase coupons on selected packs.
Betty Crocker’s Pancake Day activity is part of a total £3m brand marketing campaign in 2011.