The Boy Who Changed Betty Crocker

ASDA'A BCW

Betty Crocker, the 100-year-old brand of General Mills, a US Fortune 500 company, was challenged by an eight-year-old Emirati boy, Sultan Abdullah Mohammed Soumr, on Twitter. He had a question: why were baking instructions on Betty Crocker’s packs only addressed to women? Betty Crocker is a brand that prides in empowering women and promoting gender parity. It responded to the tweet with real commitment: To create progressive, genderless cooking instructions by working with a linguistic expert. Betty Crocker then took an even bolder step – to change over 20 million packs of 100 products to prove to the world that ‘The Kitchen is for Everyone’. Working with VMLYR Dubai, ASDA’A BCW’s PR strategy focused on making Betty Crocker’s values clear to all audiences – that the kitchen is a creative and open space, no matter their age, gender or expertise.