Providing Mom-Made Meals for Those Away from Home During Ramadan in Indonesia

“At the heart of every Ramadhan are the meals that moms make.”


Kraft Heinz Indonesia


Leo Burnett Indonesia

Directors Think Tank


A new campaign from Kraft Heinz Indonesia highlights that while most Indonesians enjoy their Ramadan together, some find themselves feeling alone at this time of year, especially those who move to the bigger cities for work or school. During the festive period, many people find themselves desperately missing home and craving the warmth of a mom-made meal.

To spread the warmth and joy of the season, PT Heinz ABC Indonesia (‘ABC’) in partnership with Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab, and Aladin has created #ABCDapurBersamaIbu (‘Kitchen with Mom’) – a uniquely designed open kitchen that serves meals made by the moms of Indonesia.

Created by Leo Burnett Indonesia, #ABCDapurBersamaIbu brings mom-cooked meals to Indonesians who crave a taste of home every Ramadan.


“As part of the company’s global purpose ‘Let’s Make Life Delicious’, we are committed not only to providing the best delicious products but also to instilling the value of goodness in everyday life,” said Susanne Migchels, Marketing and R&D Director, Kraft Heinz Indonesia.

“ABC has been around for over 47 years to accompany Indonesian families with programs embodying goodness and togetherness. We hope that this year’s #ABCDapurBersamaIbu movement can further remind us of the power of a mother’s kindness value and together continue the same kindness for a bigger impact.”

“At the heart of every Ramadhan are the meals that moms make. And it’s a universal truth that missing out on this meal is one of the things that drives that feeling of homesickness. The foundation on which this campaign was conceptualised was us thinking, ‘What if we could do just a little bit to drive away that homesickness?’ and it found a manifestation of its own in ABC Dapur Bersama Ibu,” said Netra Natrajan, Associate Creative Director Leo Burnett Indonesia.


The #ABCDapurBersamaIbu movement has been running since 23 March and will finish on 19 April 2023, involving more than 800 members of the moms’ community through 133 community kitchens, including 35 food stalls, to prepare and distribute 125,000 mom-made meals for Sahur and Iftar to various vulnerable groups in society.

Food distribution will be carried out on a scheduled basis using 6 units of food vans at more than 125 distribution points in 27 cities spread across 12 provinces in Java, Sumatra, Bali, Kalimantan, and Sulawesi.


Client: Kraft Heinz Indonesia

Susanne Migchels: Marketing and R&D Director Indonesia / PNG at The Kraft Heinz Company

DIana Riaya: Marketing Manager, ABC

Niken Sekarmelati: Brand Manager Beverages at PT Heinz ABC Indonesia

Agency: Leo Burnett Indonesia

CEO: Sony Nichani

CCO: Ravi Shanker

ACD: Netra Natarajan

Sr.Art Director: Gadis Ghalia

Sr.Copywriter: Oei Sony

Sr.Art Director: Chairul Maulana

Sr.CD: Thomas Vito

ACD: Aldia Sustiansigh

Business Director: Fany Tanjung S

Associate Account Director: Claudia Sella

Sr.Account Manager: Priscilla Cecille

Sr.Account Executive: Devi Andriani

Digital Acceleration Lead: Imran Quraishi

Sr. Social Media Manager: Akbar Pangestu

Head of Planning: Nilakshi Medhi

Associate Planning Director: Mala IImalana

Planning Executive: Sarah Graciella

PM: Vidiyanti Shariff

Agency Producer: Shabrina Nugroho

Productions: Directors Think Tank & Think Tank Nusantara

Director: Rajay Singh

Executive Producer (KL): Tek Nam Heng

Executive Producer (ID): Intan Sham & M. Amar Fhairuz

Producer (KL): Lee Zin Yau

Producer (ID): Audri Ferainy Iswandari

Unit Manager (ID): Rison

PA: Justin, Icha, Janet

1st DOP (KL): Zainudin Bin Mohamed (DIN)

2st DOP (KL): Shahrul Nizam

1st DOP (ID): Muhammad Arif (Arif Bontang)

Post Production: Tank 3 Asia

Editor: Raja Affandi

Audio Post: Tank Music Asia

Music: Pitch Audio+Magic


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