CHALLENGE Kecap ABC needs to win the battle for the hearts of Indonesian cooks by reclaiming relevance and bond with its target group of married 20-45yo women at an emotional level.

INSIGHT 60% of Indonesian wives work and are responsible for nearly all household chores. Yet less than 30% of men are willing to help in domestic tasks including cooking. Gender inequality is a huge problem, but no one really talks about it.

IDEA  We released an unbranded graphic video of a domestic dispute between a husband and wife shot by their son in an Indonesian online gossip page famous for user submitted content. Three days later on Women’s Equality Day, Kraft Heinz Indonesia announced they were responsible for the content and simultaneously launched Koki Muda Sejati, a program to teach boys and girls how to cook in schools across the country so the husbands of the future can not only talk about equality in the kitchen, but can actively participate

90%

Indonesians spoke in favor of equality in the kitchen after viewing.

33.5M

reach with 11.2 Million completed views for both videos.

$240K

in earned media coverage

+105%

Online conversations on gender equality across the country

63,000

mentions on
equality discussions