Betty Crocker’s #ShukranMama Campaign


As multiple Mother’s Day branded ads started to fill consumer news feeds, Betty Crocker needed a way to direct the attention towards themselves, leading conversations and establishing themselves as the perfect brand to celebrate Mother’s Day with.

We leveraged Betty’s ‘fresh from the heart’ positioning, to create an emotive film, optimized for social, that spoke the universal language of love to all of our audience. The video message was simple: #ShukranMama, which featured a collection of people speaking in their mother tongue, thanking their moms for everything.

  • In just 13 days, the film reached over 2.6 million people across Saudi Arabia, Kuwait and United Arab Emirates.
  • Received 1.2 million video views on Facebook, Instagram and YouTube.
  • Achieved an industry leading VTR – almost doubling the regional benchmark!