Challenging a Stereotype

The Challenge
"A woman's place is in the kitchen" - a phrase that has long been used to diminish women's contributions and ambitions beyond traditional roles. This derogatory statement persists in social discourse, often disguised as casual humor but carrying deep-rooted prejudice. For FMN, whose products are primarily used and purchased by women, International Women's Day 2022 presented more than just another opportunity for a celebratory campaign. It was a chance to challenge this societal narrative and transform a space historically used to limit women into one that celebrates their unlimited potential. Our Challenge went beyond creating just another International Women's Day advertisement. As a brand deeply connected to kitchens and cooking, FMN had both the responsibility and unique opportunity to reshape the conversation around women's roles. We needed to turn this traditional stereotype on its head while maintaining authentic connection with our core consumers and brand values.

The Insight
When Nigeria's President Buhari told German Chancellor Angela Merkel that his wife "belongs to my kitchen" in 2016, it sparked international controversy but reflected a deeply rooted bias in Nigerian society. Yet our research revealed a powerful truth: for modern Nigerian women, "the kitchen" extends far beyond four walls – it's wherever they create value, build careers, and sustain families.

Our Solution
Led creative direction for a campaign that boldly reclaimed and redefined "the kitchen" narrative. Instead of avoiding this loaded phrase, we transformed it into a symbol of female empowerment. Working with our photography team, we captured striking portraits of FMN's female workforce – from factory operators to C-suite executives – each positioned within their professional "kitchens," whether that was the boardroom, laboratory, or factory floor.

The Visual Story
Created a powerful visual narrative that juxtaposed traditional expectations with modern realities. Each portrait celebrated a woman's professional achievement while cleverly subverting the "kitchen" stereotype. The clean, confident art direction emphasized strength and dignity, while the environmental context told stories of achievement and breaking barriers.

Most importantly, we helped shift the narrative around women's roles in Nigerian society, turning a phrase meant to confine into a declaration of empowerment. The campaign demonstrated how creative storytelling could challenge societal prejudices while celebrating women's contributions to Nigeria's food security and economic growth.