Staff Reporters
Apr 20, 2023

Heinz ABC extols the virtues of 'mom-made' meals in Indonesian Ramadan campaign

AD BRIEF: This film from Leo Burnett Indonesia supports a partnership with the Food Bank of Indonesia along with other FMCG and retail brands to distribute 125,000 meals for Sahur and Iftar.

This is a traditional-style film for PT Heinz ABC Indonesia, makers of popular kitchen staple ABC sauce, celebrating the virtues of family, community and togetherness during Ramadan. 

Created by Leo Burnett Indonesia, the film supports a wider initiative from a community of 800 mothers to provide 125,000 'mom-made' meals for Sahur and Iftar. The meals are distributed via food vans and distribution points across 125 distribution points in Indonesia to various vulnerable groups in society who may be unable to be together with family. 


Client: Kraft Heinz Indonesia

Marketing and R&D Director Indonesia PNG, Kraft Heinz: Susanne Migchels
Marketing Manager, ABC: Diana Riaya
Brand Manager Beverages, PT Heinz ABC Indonesia: Niken Sekarmelati

Agency: Leo Burnett Indonesia

CEO: Sony Nichani
CCO: Ravi Shanker
ACD: Netra Natarajan
Sr Art Director: Gadis Ghalia
Sr Copywriter: Oei Sony
Sr Art Director: Chairul Maulana
Sr CD: Thomas Vito
ACD: Aldia Sustiansigh
Business Director: Fany Tanjung S
Associate Account Director: Claudia Sella
Sr Account Manager: Priscilla Cecille
Sr Account Executive: Devi Andriani
Digital Acceleration Lead: Imran Quraishi
Sr Social Media Manager: Akbar Pangestu
Head of Planning: Nilakshi Medhi
Associate Planning Director: Mala IImalana
Planning Executive: Sarah Graciella
PM: Vidiyanti Shariff
Agency Producer: Shabrina Nugroho

Production:Think Tank & Think Tank Nusantara

Director: Rajay Singh
Executive Producer (KL): Tek Nam Heng
Executive Producer (ID): Intan Sham & M. Amar Fhairuz
Producer (KL): Lee Zin Yau
Producer (ID): Audri Ferainy Iswandari
Unit Manager (ID): Rison
PA: Justin, Icha, Janet
1st DOP (KL): Zainudin Bin Mohamed (DIN)
2st DOP (KL): Shahrul Nizam
1st DOP (ID): Muhammad Arif (Arif Bontang)
Post Production: Tank 3 Asia
Editor: Raja Affandi
Audio Post: Tank Music Asia
Music: Pitch Audio+Magic 

Campaign Asia

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