Heinz ABC teams up with Indonesian moms to serve mom-cooked meals this Ramadan

Heinz ABC Indonesia, drink subsidiary of Kraft Heinz, has created a new campaign called #ABCDapurBersamaIbu which translates to 'Kitchen with Mom'.

The campaign is marketed through digital and social, the spokesperson told MARKETING-INTERACTIVE. In addition to that, there's a partnership with WAZE where the location of food trucks is shown during the break in fasting time   

Created by Leo Burnett Indonesia, "Kitchen with Mom" brings mom-cooked meals to Indonesians who crave a taste of home every Ramadan. The concept of the campaign is an open kitchen that serves meals made by the moms of Indonesia to spread the warmth and joy of Ramadan that is just around the corner.

This is in partnership with Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab and Aladin.

The "Kitchen with Mom" movement has been running since 23 March 2023 and ends on 19 April 2023. It has involved 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.

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This movement was created for the Indonesians who are away from home during the festive season. A statement to the press said that during the festive season, many people find themselves desperately missing home and crave a warmth of a homemade meal.

As part of the company's global purpose ‘Let's Make Life Delicious’, Heinz ABC is 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 pf Kraft Heinz Indonesia.

"ABC has been around for over 47 years to accompany Indonesian families with programmes embodying goodness and togetherness. We hope that this year's movement can further remind us of the power of a mother's kindness value and together continue the same kindness for a bigger impact," Migchels added. 

Netra Natrajan, associate creative director of Leo Burnett Indonesia, said that at the heart of every Ramadhan are the meals made by mothers. "It is the universal truth that missing out on this meal is one of the things that drives that feeling of homesickness," she added. 

The foundation on which this campaign was conceptualised was the thought, "‘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", Natrajan added. 

Many brands have launched campaigns, in conjunction with Ramadan this year, including Coca Cola. The brand launched a donation programme initiative to provide food for those in need for Ramadan. The donation programme turns bottle labels into a currency that can be used to donate a meal with the purchase of a Coke bottle.

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