Special Report: Affiliate Marketing

Housewares and kitchen products merchant Betty Crocker began posting the product line of a sister home products catalog, Making a Home, on comparison shopping site Shop.com in 1999, as a way to build brand awareness for the new title.

While perhaps best known for easy-to-make meals and desserts, General Mills’ Betty Crocker brand also markets housewares and kitchen products through its catalog and Web site. While initially conceived as a loyalty program for customers who collect points from General Mills products, Betty Crocker now mails 10 million catalogs each year.