ABC Heinz releases unbranded emotional film celebrating women's equality

ABC Heinz Indonesia has launched an unbranded online film in celebration of Women's Equality Day on 26 August. The film is a continuation of ABC Heinz's "Real Husbands Cook" brand purpose campaign, which started in October 2018.

Shot from the perspective of a 12 year old boy on an iPhone, the film shows his father having an emotional outburst and being abusive because dinner was not made on time. According to a press release, the film aims to "inspire and empower change" in the kitchen.

"Domestic violence is common place throughout the Indonesian archipelago for many cultural reasons including the roles women play in society," the company explained, adding that six out of 10 Indonesian wives work, but less than three out of 10 husbands are willing to cook. It also said that the workload imbalance in domestic activities creates tension at home.

The video conceptualised by its agency Ogilvy Jakarta has gone viral on Instagram, garnering about 250,000 likes and 23,000 comments within one day of posting. According to Dhiren Amin, Kraft Heinz's head of marketing and R&D, Indonesia and PNG, the commercial showcasing a repenting divorcee is "clutter-breaking".

To educate Indonesian men on how to cook and bring about real change in equality, ABC Heinz has also launched a cooking program for 50 secondary schools to teach all children, boys and girls. “We wanted to make cooking sustainable, 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," said Amin.

ABC Heinz has been championing the cause of gender equality in cooking, creating acts that convince husbands to cook for Mother's day and Ramadan. In June, Kecap ABC said that its market share has risen by 10% and brand differentiation has increased by 20% in Indonesia since the launch of Real Husbands Cook.

Agency: Ogilvy Jakarta
CCO: Adrian Miller
Deputy ECD: Peter Hibberd
CD: Satriono Kartodimedjo
Writer: Amanda Sarosa
CSO: Markus Oelsner
Director: Lukitasari Sunowo
Production House: Gama
Activation: David Tay Geometry
Client: ABC Heinz Indonesia