Heinz ABC and VMLY&R Indonesia Demonstrate Importance of Staying Home Together During Ramadan
PT Heinz ABC Indonesia has launched a new campaign to champion togetherness and spread a message of hope and resilience to Indonesian families observing the holy month of Ramadan during the Covid-19 pandemic.
Created by global brand experience agency VMLY&R, the campaign launched on 1st May, sees Heinz ABC, reassuring Indonesian consumers that its factories will remain open throughout Ramadan, so that the Heinz ABC products that Indonesian’s love so much, including its spicy Sambal ABC, Kecap ABC, Sardin ABC and Cordials ABC, will stay available to help people cook together while staying home during the month of hope.
Communicating the message that ‘we step out, so you don’t have to,’ the Heinz ABC family conveys that it is doing its duty as a part of the larger Indonesian family by going to work, so everyone else does not have to. The company has taken all the necessary precautions to ensure that the Heinz ABC employees remain safe, including regular temperature checks and providing PPE to all employees who wish to continue working. All factories will comply with the Indonesian government's recommendations for the safe operation of workplaces.
“This year is set to be one of the most unusual Ramadan’s we have had in recent times" said Dhiren Amin, chief marketing officer, Kraft Heinz Asia. "At Heinz ABC, we consider ourselves to be a family looking after other families - Indonesian families. As we have proved time and time again, cooking is an excellent way to bond with loved ones, and what better time than during Ramadan? We are working hard to ensure that our much-loved products remain on the shelves and available so that people can enjoy the Ramadan feasts they deserve, with family in the spirit of togetherness during holy month.”
“Ramadan is an important time in Indonesia, and this year brings unique challenges owing to the Covid-19 pandemic. We set out to create meaningful Ramadan campaigns with family as the central focus, aiming to remind people of the true meaning of this time, while underlining the positive message of staying together and staying resilient in the face of tougher times,” said Din Sumedi, chief creative officer, VMLY&R Indonesia.
