A 'woman's place' is in restaurant kitchens, says Hulu's new documentary from KitchenAid

Vox Creative's film for the home cooking brand launches a mentorship program with the James Beard Foundation

Published On
Aug 24, 2020

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Many tasks traditionally considered “women’s work” are dominated by men in professional settings. Ballet dancers are women, but the most famous choreographers are men. Women do most of the caretaking and cooking at home, but doctors and chefs are predominantly men.

A documentary from KitchenAid examines the barriers and challenges facing women in professional kitchens, from daily harassment to concern that their hands are too small to handle equipment properly. Though 50 percent of culinary graduates are women, only 7 percent of executive chefs are.

Streaming on Hulu beginning today, "A Woman's Place” is directed by Rayka Zehtabchi, the Iranian American filmmaker best known for the Oscar-winning short “Period. End of Sentence.” Vox Creative, Digitas and PRETTYBIRD creative studio Ventureland collaborated on the new documentary, which follows three women: sous chef Marielle, butcher Etana Diaz and restaurateur Karyn Tomlinson.

Fabie grew up helping her parents run a food truck but wasn’t supported when she pursued cooking as a career. Diaz started out as a pastry chef and had to fight to be taken seriously as a butcher. And Tomlinson, who was directed to the front of the house on her first day on the job after graduating from Le Cordon Bleu, opened her first restaurant during the pandemic.


A mentorship program through the James Beard Foundation and presented by KitchenAid accompanies the launch of the film. "Over the last century, women, despite their incredible contributions, have struggled to make it in professional kitchens—held back by inequalities unfairly put upon them," said Rob Sundy, head of brand marketing & creative studios at Whirlpool Corporation, in a statement. "As a brand built by women and that stands for creating possibility in the kitchen, we can't stand for inequalities any longer. And now as restaurants fight to reopen after a terrible pandemic forced their doors shut, they need our support more than ever."


Aug 24, 2020
Client :
Agency :
Vox Creative
Directed by :
Rayka Zehtabchi
Executive Produced by :
Natasha Wellesley
Produced by :
Nick Boak
Shot & Edited by :
Sam Davis
Music by :
Giosuè Greco
Animation by :
Daniel Bruson
SVP of Content :
Armando Turco
Head of Industry CPG :
Kate Miller Spencer
Head of Production :
Tina Nguyen
Executive Creative Director :
Heather Pieske
Creative Director :
Laura Delarato
Director of Creative Strategy :
Zach Kazin
Creative Strategist :
Shantae Howell
Senior Content Manager :
Alex Andrial
Senior Producer :
Jess Barbosa
Producer :
Chloe Olman
Editor :
Patrick Ng
Editor :
Zhen Lin
Senior Art Director :
Brittany Falussy
Head of Epic Digital :
Kiana Moore
Epic Digital Line Producer :
Josh Levine
Deputy Editor :
Gina Mei
Story Hunter :
Emma Gross
Story Hunter :
Julia Black
Executive Producer :
Rob Sundy
Senior Brand Manager :
Megan Pirri
Brand Communications Manager :
Priyanka Rathore
Executive Producer :
Mark Book
Chief Creative Officer :
Atit Shah
EVP Executive Creative Director :
Michael Frease
SVP Group Creative Director :
Laura Keeler
VP Creative Director :
Armando Zuniga
VP Creative Director :
Lindsay Yellin
VP Group Director :
Stephanie Kelly
Associate Director :
Michelle Chan
Associate Director :
Beata Wolankiewicz
Copywriter :
Nina Muzik
Art Director :
Alex Courtney
Account Manager :
Vanessa Hobson
Creative Strategist :
Caroline James

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