Heinz ABC Collaborates with the Moms of Indonesia to Launch its Latest Ramadan Campaign

While most Indonesians enjoy their Ramadan together, some people find themselves feeling alone at this time of year, especially those who move to the bigger cities for work or education. During the festive period, many people find themselves desperately missing home and craving the warmth of a mom-made meal.    

To spread the warmth and joy of Ramadan, PT Heinz ABC Indonesia (‘ABC’) in partnership with 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. And it’s available to those who need it the most.   

"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. 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," says Susanne Migchels, marketing and R&D director, Kraft Heinz Indonesia. 

“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,” said Netra Natrajan, associate creative director Leo Burnett Indonesia. 

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. Food distribution will be carried out on a scheduled basis using 6 units of food vans at more than 125 distribution points in 27 cities spread across 12 provinces in Java, Sumatra, Bali, Kalimantan, and Sulawesi