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Creative

Kellogg’s Delivers Much-Deserved Surprises to Busy Thai Working Moms for Mothers’ Day

Campaign from JWT Singapore encourages more family time by having breakfast together

Kellogg’s Delivers Much-Deserved Surprises to Busy Thai Working Moms for Mothers’ Day

Kellogg’s Southeast Asia launched a heart-warming social experiment to celebrate hard-working moms and their kids’ appreciation for them, for Mothers’ Day in Thailand on Sunday 12th August. The video has already garnered some 1.3 million Facebook views via the Kellogg’s Thailand page and KOL’s.

Based on research conducted by Kellogg’s, it became apparent that many parents, especially mothers, are too busy to enjoy breakfast in the morning.

And with women comprising almost half of the country’s overall workforce, Thailand has the highest percentage of working women in the region.


“We wanted to not only celebrate the number of amazing women who juggle both motherhood and career, but also to encourage families to find and take the time to have breakfast together,” explains Anoop Abraham Managing Director, South East Asia. “For over 100 years Kellogg’s cereals have been an integral part of people’s morning routines all over the world and we want family breakfast to be part of daily life in Thailand. Sharing breakfast together not only leads to a better day overall but also helps nourish your child’s greatness.”

Commented Gaurav Lalwani, General Manager and Regional Business Director, J. Walter Thompson Singapore, “We partnered with Kellogg’s to create a social experiment, prompting people to the realization that missing breakfast with Mom means missing out on fun time with her. And by reminding families of this, we aim to remind everyone that breakfast time is quality time.”

Added Farrokh Madon, Chief Creative Partner, J. Walter Thompson Singapore, “We wanted to create not just a film, but a movement. Mother’s Day should signal not just one day when we make moms feel good, but a day from which mums begin to enjoy every morning with their kids.”

The video shows a group of young children answering a range of questions about their moms’ jobs, favourite animals and pastimes – and then ‘What does your mom like to eat for breakfast?’ resulting in the realization that their mothers are usually too busy to enjoy breakfast with the family. Their workings moms are then paged to a meeting room where a Mothers’ Day surprise breakfast awaits them, and their children pledge to help out more in the mornings, to free up more time for family breakfast. 


Credits 

Anoop Abraham - Managing Director, South East Asia, Kellogg’s Company

Su Yin Seah - Marketing Director, South East Asia, Kellogg’s Company

Jessa Rena - Category Manager, South East Asia, Kellogg’s Company

Gaurav Lalwani – General Manager & Regional Business Director

Farrokh Madon - Chief Creative Partner

Gerri Hamill – Head of Broadcast

Malati Afridi – Senior Planning Director

Heeru Kishnani - Regional Account Director

Vishant Tejwani - Senior Producer

Minzie Liyu – Creative Director (Art)

Aarti Nichlani – Creative Director (Copy)

Apeksha Joshi – Senior Account Manager

Anna Choi – Account Manager

Hasheer Aslam – Junior Art Director

Sally Chua – Account Executive

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Category: Breakfast , Food