BETTY CROCKER IS 100

HAPPY BIRTHDAY

Betty Crocker, the global leader in baking, will be turning 100 this year. 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 ten-yearold 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, Mr. 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.” 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.

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