Heinz: ABC – Mom's open kitchen

Indonesian food and beverage brand ABC's Mom's Open Kitchen campaign aimed to increase sales across its portfolio and maintain leadership in the squash category.

Campaign details

Brand: HeinzAgency: Leo Burnett IndonesiaRegion: APAC

Strategy

Objective

With the world's largest Muslim population, Ramadan is Indonesia's biggest celebration. Though it's a relevant space for ABC, brands flood the market with promotions or cliché emotional stories leading to the 'sea of sameness'. Although Cordials is a category that intuitively connects to festivities, ABC faces a fierce competition in winning the share of throat and wallet.

While Ramadan is associated with 'togetherness', many Indonesians are left out as they're unable to celebrate Ramadan with their loved ones due to responsibilities. ABC brought a refreshing...

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