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Creative Heinz Kraft

Heinz highlights how gender inequality at home leads to domestic violence in Indonesia


By Shawn Lim, Reporter, Asia Pacific

August 29, 2019 | 5 min read

Kraft Heinz has created a campaign in Indonesia that highlights how gender imbalances at home create tension between couples.

Created ahead of Woman’s Equality Day by Ogilvy, the campaign is filmed from the perspective of a 12-year-old boy on an iPhone, who sees his father having an emotional outburst and being abusive to his mother because dinner was not made on time.

The film has provoked conversations in the Muslim country about a woman’s role in the household, as domestic violence is commonplace throughout the archipelago for many cultural reasons, including the roles women play in society.

According to Kraft Heinz, Indonesian men are typically ignorant in the kitchen with little to no understanding of how to cook.

To change this, the brand has also launched a cooking program for 50 secondary schools to teach all kids including boys and girls as part of the campaign.

It appears the country is slowly progressing to empower change in the kitchen with the video garnering 250,000 likes and 23 thousand comments to date on Instagram.

“As a brand, ABC Heinz has been championing the cause of Gender Equality in cooking. Since a clutter-breaking launch with a commercial showcasing a repenting divorcee, the brand has been creating acts that convince husbands to cook for Mother's day and Ramadhan,” said Dhiren Amin, the head of marketing for South East Asia at Kraft Heinz.

“For 2019 Women's Equality Day, we wanted to make cooking sustainable today in into the future. So we have launched a school activation initiative that gets teenage boys to learn how to cook in high schools. Because Real husbands cook. Today. And in the future"

Creative Heinz Kraft

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