In 2014, Philips launched the Airfryer range which it positioned as a faster and healthier way to ‘cook the food you love’.
A year on, while the product seemed to be resonating well with young families and couples, Philips found that elderly mothers still saw the Airfryer as a potential compromise of their proud culinary skills. Philips thought that the only way to assure them that the taste would not be affected would be to put the Airfryer to the ultimate test and have a mom cook her child’s familiar favourite and deliver it to them.
The campaign ‘Lose the Oil, Not the Love’, created by iris, launched in Singapore in July and starred real life moms who had never used an Airfryer before. The fruits of mom’s labour in the kitchen were immediately packed into specially designed lunchboxes, personalised with her message, and delivered right to her unsuspecting child in the workplace.
The highly emotional surprise was documented and viewed live by the mothers – and the ultimate Airfryer taste test passed with flying colours judging from the amazing reactions from those trying the food.
“In this busy cosmopolitan city, we’re often too busy to eat home. So to speak to the hearts of mothers, we helped them deliver the feeling of “home” into the lives of their children. After all, the modern Airfryer is in the best possible hands of experienced home chefs,” Canice Koh, marketing manager, Philips Electronics said.
“It was beyond our expectations when a mother’s boy, now a grown man, broke down when he discovered what was in the surprise. His unbridled happiness while enjoying what we delivered, was all the affirmation that his elderly mother needed about using the Airfryer,” Ed Cheong, creative director, iris said.
Client: Philips Electronics (S) Pte Ltd
Creative Director: Ed Cheong
Creative Group Head: Shawn Foo
Creatives: Sylvester Poh, Adam Yeo, Jessica Chow, Kenneth Chia, Woon Chien Chng
Business Director: Francesca Babet
Senior Account Manager: Shinyi Ng
Regional Planning Director: Mark Hadfield
Director: Alan Cai
Production Company & Post: Freeflow Productions