Creative work of the week APAC: Kraft reward mothers in Indonesia for their sacrifices with free meals

The winner of this week's creative work of the week in Asia Pacific is Kraft Heinz, which treated 36,000 mothers in three cities across Indonesia to their favourite meals, served up by three renowned chefs to celebrate Mother’s Day in the Southeast Asian country in December 2017.

The campaign, which was created by VML Indonesia, in partnership with Geometry Global and OMD for Kecap ABC, wanted 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 were 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).

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