In the Middle East, cooking at home is perceived to be a woman’s role. For decades, food advertising has shown only women in the kitchen. Even the instructions on cooking packs were always female-oriented.
Sultan, an 8-year old Emirati boy, questioned the current mindset. In a tweet addressed to us, he asked why the cooking instructions on our packs only speak to women.
Realizing it was time for a change, we worked with an Arab linguist to create gender-neutral Arabic instructions. We then printed then on over 20 million of our Betty Crocker packs. We then joined Sultan’s online conversation, inviting men to step into the kitchen. Husbands, sons and many other men would soon share their first-time meals. Influencers, artists and male chefs came forward to promote our message. Our greatest result was that we changed a 100-year old brand communication that would shift a deep-rooted mindset. Because today, the kitchen is for everyone.
Integrated advertisement created by VMLY&R, United Arab Emirates for Betty Crocker, within the category: Food.
Cco: Kalpesh Patankar
Copywriter: Dhruv Warrior
Art Director: Ivan Bormaister
Copywriter: Sambhav Khandelwal
Copywriter: Fernando Miranda
Art Director: Ahmed Montaser
Arabic Copywriter: Harvey George
Editor: Pratyush Kumar
Account Manager: Maria Jabbour