Tuesday 20 April 2021

Betty Crocker marks 100th birthday with new campaign

DUBAI, February 8, 2021

Betty Crocker, the global leader in baking, will be turning 100 this year. Since its inception, Betty Crocker has been a source for modern cooking instructions and trusted recipe development. 
Today, Betty Crocker is worth 88.2 per cent of the cake mixes segment and is about to be a billion-dollar brand globally. 
With 2020 having been a year of accelerated learning for all, Betty Crocker plans to enter its 100th year with the launch of its ‘Kitchen Is For Everyone Campaign’ to promote gender equality and remind consumers that the kitchen is an open and gender-neutral space for everyone. 
Sultan Abdullah Mohammed Soumr, a 10-year-old Emirati boy, is the inspiration behind the new campaign. Sultan sparked a viral debate about gender equality when he noticed that the Betty Crocker packaging spoke only to women. After hearing Sultan’s story, Betty Crocker decided to make a meaningful change across the Middle East region. 
Speaking about the campaign, Ali Shaikh, General Manager - Middle East & Africa, General Mills, said: “We are all very proud that our iconic brand Betty Crocker will mark its 100th birthday with a game changing ‘Kitchen Is For Everyone’ campaign that speaks to consumers, regardless of their age, gender or expertise and aims at gender equality. The brand aims at leading the way for social equality by opening the kitchen to men.”
“As part of the campaign, over 20 million Betty Crocker SKUs have been redesigned with gender neutral language. We love seeing you bake with your loved ones and on our 100th birthday, we invite you to continue your baking adventures and sweet moments with us because ‘Kitchen Is For Everyone!,” Shaikh added.
Despite the continuous hurdles of last year, Betty Crocker has been able to bring about positivity and help create memorable moments through baking The brand aims at making a difference by spreading the ‘Kitchen is For Everyone’ message through a special television commercial, which will be aired across the pan Arab region and on digitally led platforms to make the kitchen a territory for everyone. - TradeArabia News Service


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