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The industry has long moved past the idea that advertising only exists in a handful of silos, like TV, print and radio. Savvy marketers can use anything as a canvas for an ad, such as the ice of a hockey rink, footprints or eggs. It takes innovative strategists to develop unique media plans that can cut through the noise. This year’s Media Plan of the Year awards honor the bold ideas that leave a memorable impression on consumers. —Jameson Fleming
Betty Crocker | ‘The Kitchen Is for Everyone’
Media agency: Mindshare MENA
Honored in:
- Best Cause Marketing Campaign Spending $1 Million+
After receiving a tweet that its messaging only uses female pronouns in Arabic when speaking about baking or cooking, Betty Crocker teamed up with Mindshare MENA and an expert linguist to launch its “The Kitchen Is for Everyone” campaign.
This story first appeared in the Oct. 24, 2022, issue of Adweek magazine. Click here to subscribe.
