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