Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured Southeast Asia
No posts found

Heinz ABC’s Ramadan campaign taps local moms to cook for those who can’t make home to festivities

by Teddy Cambosa

-

April 19, 2023

Heinz ABC’s Ramadan campaign taps local moms to cook for those who can’t make home to festivities

Jakarta, Indonesia – While many families spend their Ramadan together, there are also people who are unable to make it home due to school and work opportunities. As a result, many are becoming more lonely, as they miss out on the celebrations as well as a taste of home cooking.

To spread the warmth and joy of Ramadan, Heinz ABC has launched a campaign alongside Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab and Aladin has created #ABCDapurBersamaIbu (‘Kitchen with Mom’) – a uniquely designed open kitchen that serves meals made by the moms of Indonesia.

As part of the campaign, an ad by Leo Burnette Indonesia was also released, depicting a hard-working man unable to make home during the Ramadan due to his work as a construction worker. He is then seen falling in line at the campaign’s kitchen, and now he is able to celebrate Ramadan with some mom–cooked meal.

The ‘#ABCDapurBersamaIbu’ movement has been running since 23 March and will finish on 19 April 2023, involving 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.

Susanne Migchels, marketing and R&D director at Kraft Heinz Indonesia, said, “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.” 

She added, “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.”

Meanwhile, Netra Natrajan, associate creative director at Leo Burnett Indonesia, commented, “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.”

Related Tags Marketing Campaign Indonesia Leo Burnett Ramadan Heinz ABC
Share this article

Related Articles

View All
ALL FEAT IMAGES (7)
Marketing Featured Southeast Asia
Insurance provider Zurich moves tears in ad for Raya centred on loss and belonging
April 18, 2023
By MARKETECH APAC
Staple dish Nasi Lemak becomes rapper ‘Nasi Menaj’, other quirky characters in this campaign for Hari Raya
Marketing Featured Southeast Asia
Staple dish Nasi Lemak becomes rapper ‘Nasi Menaj’, other quirky characters in this campaign for Hari Raya
April 18, 2023
By MARKETECH APAC
RHB x FCB Shout Featured Img
Marketing Featured Southeast Asia
RHB Bank’s film for Raya shows that even small things can have bigger purpose
April 17, 2023
By Jamaica Marciano
Pepsi motivates all to reconnect this Raya via challenge that incentivises hours spent offline 
Marketing Featured Southeast Asia
Pepsi motivates all to reconnect this Raya via challenge that incentivises hours spent offline 
April 13, 2023
By MARKETECH APAC
Safi’s fairytale-inspired film via MBCS brings glamour to Raya celebrations
Marketing Featured Southeast Asia
Safi’s fairytale-inspired film via MBCS brings glamour to Raya celebrations
April 13, 2023
By Maureen Basa
Mamee Chef ad featured image
Marketing Featured Southeast Asia
Queen of jazz Sheila Majid brings ‘legendary vibes’ to Raya via new campaign of noodle brand Mamee Chef
April 3, 2023
By Jamaica Marciano
No posts found

Featured Articles

View All
SEA webinar this April to put spotlight on challenges, opportunities in conversational marketing
Main Feature Marketing APAC
SEA webinar this April to put spotlight on challenges, opportunities in conversational marketing
April 19, 2023
By MARKETECH APAC
SEA marketers get a helping hand in connecting their ‘CX Dots’ via three-part webinar series
Main Feature Marketing Southeast Asia
SEA marketers get a helping hand in connecting their ‘CX Dots’ via three-part webinar series
March 29, 2023
By MARKETECH APAC
JJ Eastwood WN 2023 Featured
Main Feature Marketing APAC
What’s NEXT 2023 Conference: Carousell Media Group’s managing director sheds light on what’s next in retail media this 2023
March 27, 2023
By Jamaica Marciano
What’s NEXT 2023 Conference: How marketing leaders take a 360º-journey to grow their customers
Main Feature Marketing APAC
What’s NEXT 2023 Conference: How marketing leaders take a 360º-journey to grow their customers
March 24, 2023
By Maureen Basa
What’s NEXT 2023 Conference: panda ads’ advertising head discusses what’s next in the cookieless strategy in 2023
Main Feature Marketing APAC
What’s NEXT 2023 Conference: panda ads’ advertising head discusses what’s next in the cookieless strategy in 2023
March 17, 2023
By MARKETECH APAC
OMG’s, Cebu Pacific Air’s women marketing leaders to lead jury panel of MARKETECH APAC’s Empowered Women Awards for 2023
Main Feature Marketing APAC
OMG’s, Cebu Pacific Air’s women marketing leaders to lead jury panel of MARKETECH APAC’s Empowered Women Awards for 2023
January 3, 2023
By Teddy Cambosa
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin