Indonesian brands, led by ABC, deliver the comfort of home to the lonely during Ramadan
A host of Indonesia's leading brands have partnered to create a bring the warmth of a home-made meal to people through the Ramadan festive season.
Led by PT Heinz ABC, the Indonesian subsidiary of Kraft Heinz, in partnership with the Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab and Aladin, has created #ABCDapurBersamaIbu, which translates to ‘Kitchen with Mom’ – a uniquely designed open kitchen that serves meals made by the moms of Indonesia.
The initiative, which was created by Leo Burnett Indonesia, aims to bring the home-cooked meals that moms would create to Indonesians who are craving the taste and comfort of home during Ramadan.
The campaign aims to connect with Indonesians who have moved away from family for work or education and may feel lonely during the Ramadan festive period, says Susanne Migchels, marketing and R&D director, Kraft Heinz Indonesia.
"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. ABC has been around for over 47 years to accompany Indonesian families with programs embodying goodness and togetherness.
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"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," says Migchels.
Netra Natrajan, associate creative director of Leo Burnett Indonesia, says, “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.
The #ABCDapurBersamaIbu movement launched on 23 March and will finish tomorrow,19 April 2023. The initiative has included more than 800 members of the community through 133 community kitchens, including 35 food stalls, and has prepared and distributed 125,000 mom-made meals for Sahur and Iftar to various vulnerable groups in society.