The campaign, which includes a 30-second emotive film currently screening in GSC cinemas from July 3 to September 30, 2025, was developed to relaunch Applecrumby’s more affordable PureBasics diaper range. The refreshed product line features updated packaging and a lower price, with the campaign aimed at parents in the B40 and above segment.

Featuring the stories of three mothers, the campaign invites audiences to reflect on unspoken sacrifices and everyday parenting moments. Beyond cinema, the initiative includes activations at the TCE Baby Expo, where a poet turned parents’ stories into personalised poems, as well as street interviews with fathers about parenting roles. Additional social content, event recap videos, and testimonials were also created to extend the campaign’s reach.

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Applecrumby selected Kingdom Digital for its collaborative approach and tailored strategy. The agency handled both creative direction and production in-house, including scripting, filming, and post-production.

“This campaign is proof that heartfelt stories create lasting impressions and turn passive audiences into passionate advocates,” said Jeremy Foo, brand director of Applecrumby. “We will continue to release new products for a wider range of customers, giving more people access to our brand promise of organic-based, safe, and natural products.”

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