The ‘Thank You Mom Meal Service’, is part of a campaign launched by Kecap ABC, created by VML Indonesia, in partnership with Geometry Global and OMD. It wants to show 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, mothers in the three cities of Jabodetabek, Surabaya and Semarang will be 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,” said Andreas Christiadi, head of VML Indonesia. “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.”