ABC Heinz Indonesia extends ‘Real Husbands Cook’ campaign with unbranded film on Instagram

ABC Heinz Indonesia has put up an unbranded film chronicling an abusive domestic situation apparently to provoke a conversation around workload imbalance in the country. The original, unsubtitled version of the film was posted on Instagram, purporting to be footage shot by a 12-year-old using a phone.

Created by Ogilvy Indonesia, the film is built around research that reveals six out of 10 married Indonesian women work but only three out 10 Indonesian husbands are willing to cook.

A note from Ogilvy Indonesia said: “The viral nature of the film immediately provoked conversations across the archipelago about a woman’s role in the household. 250,000 likes and 23,000 comments ensued in the first day.

“Domestic violence is commonplace throughout the Indonesian archipelago for many cultural reasons including the roles women play in society. The country is slowly progressing and ABC Heinz saw an opportunity to inspire and empower change in the kitchen.”

As part of the campaign ABC Heinz launched a cooking programme across 50 secondary schools teaching both boys and girls to cook.

Speaking about the campaign ABC Heinz head of marketing and R&D for Indonesia and Papua New Guinea Dhiren Amin said: “As a brand, ABC Heinz has been championing the cause of gender equality in cooking.

“Since a clutter breaking launch with a commercial showcasing a repenting divorcee, the brand has been creating acts that convince husbands to cook for Mother’s day and Ramadhan

“For 2019 Women’s Equality Day, we wanted to make cooking sustainable today in into the future.  So we have launched a school activation initiative that gets teenage boys to learn how to cook in high schools. Because real husbands cook. Today. And in the future”

ABC Heinz launched the ‘Real Husbands Cook’ campaign in Indonesia, created by VMLY&R in October last year.

Real Husbands Cook

Did you know? In Indonesia, less than 3 out of every 10 husbands help their wife in the kitchen.Our latest work with Kecap ABC from Kraft Heinz, talks about gender equality, starting from the kitchen, because Real Husbands Cook.

Posted by VMLY&R on Tuesday, 23 October 2018



Agency: Ogilvy Jakarta

CCO: Adrian Miller

Deputy ECD: Peter Hibberd

CD: Satriono Kartodimedjo

Writer: Amanda Sarosa

CSO: Markus Oelsner

 Director: Lukitasari Sunowo

Production House: Gama

 Activation: David Tay Geometry

Client: ABC Heinz Indonesia


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