On December 22, Indonesia’s Mother’s Day over 30,000 mothers in three cities across Indonesia, will be treated to their favourite meals, served up by three renowned chefs. The ‘Thank You Mom Meal Service’ is part of a campaign launched by Kecap ABC, led by VML Indonesia, in partnership with Geometry Global and OMD.
The campaign is underpinned by the crucial insight that, while Indonesian mothers give their all to their families, they are not recognised enough for the sacrifices and efforts they make – a difficult truth that is also acknowledged by their family members. This insight was uncovered as a part of a study that Kecap ABC authored, in collaboration with Ipsos to better understand the motivations and struggles of Indonesian mothers.
In line with the brand and company’s push towards creating acts, not just ads; Kecap ABC has created the ‘Thank You Mom Meal Service’. An act that allows the brand to make moms feel a little more appreciated this mother’s day. The act was launched at a press conference on 15 December 2017. As a fully integrated campaign deployed on TV, digital, social and in POSM; it will culminate in the event taking place on 22 December, with 36,000 mothers in the three cities of Jabodetabek, Surabaya and Semarang, being treated to their favourite dishes, cooked with Kecap ABC’s very own 1st press recipes, and served by three well-known chefs – Chef William (Jabodetabek), Chef Billy (Semarang) and Chef Ken (Surabaya).
“Marketing that is looking to change perceptions and behaviour; marketing where brands are genuinely invested in their consumers – this is what makes being in the advertising business fulfilling. We are thrilled to have had the opportunity to do just that, as an agency partner to Kraft Heinz, in Kecap ABC’s Mother’s Day initiative. ” said Andreas Christiadi, Head of VML Indonesia.
According to Dhiren Amin, Head of Marketing and R&D, Southeast Asia, Kraft Heinz, “Kecap ABC is a brand for mothers and believes it has a responsibility towards putting mothers first. It does this by helping them make the best meals for their family with Kecap ABC, made from the 1st press of selected Soy beans. And through acts that help mothers get the appreciation they deserve. The “Kecap ABC Thank You Mom Meal Service” is our act towards achieving this goal.”