FAMILY MEALS MATTER: TURING MEALTIME SERMONS INTO CONVERSATIONS

Short List
TitleFAMILY MEALS MATTER: TURING MEALTIME SERMONS INTO CONVERSATIONS
ClientMONDE NISSIN CORPORATION
Product/ServicePUBLIC AWARENESS MESSAGE
CategoryA06. Use of Broadcast in a Promotional Campaign
EntrantPUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES
Entrant Company PUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES
Advertising Agency PUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES
Production Company PABRIKA Makati City, THE PHILIPPINES
Production Company 2 SOUNDESIGN MANILA Makati City, THE PHILIPPINES

Brief Explanation

Lucky Me!'s 2014 Kainang Pamilya Mahalaga (KPM) advocacy took on the difficult task of triggering major behavioural change among Filipino parents. An integrated campaign rallied them around effecting change in their parenting and why they must do so, immediately and completely. A TVC and online video helped parents spot a destructive habit that's been ingrained in Filipino parenting culture for generations. This habit, giving mealtime sermons, has created a lasting negative impression on children. Once parents were aware of this, the extent of the habit's damage was communicated through radio. We then gave parents tools to solve the problem. A social media quiz helped parents evaluate their parenting. The quiz also gave them professional advice sourced from a renowned family psychologist. Targeted social media ads, meanwhile, gave parents communication tips simple enough for them to enact right away.

The Brief

In 2014, the Lucky Me! KPM advocacy came across a jolting finding – parents, through the quasi-tradition of sermons at the dinner table, are pushing their own children away. According to Sage Journal, a staggering 76% of teens don’t prefer frequent dining with the family. More than half claim the dinner table is where they receive threats and punishments. This was the next big issue Lucky Me! resolved to change. KPM needed to make parents realize that they are pushing their children away with pangaral (lecture) that come across as pagalit (scolding).

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign delivered this year’s message and scored successfully across the board. TVC struck a chord for housewives (HW) and college students (CS) with Above Average (AA) score for branded cut-through. Respondents associated the TVC with Lucky Me! and were strongly convinced by its messaging. TVC had powerful memorability (BCT). The sermon and use of the elongating table left a mark on viewers. The creative execution was highly remarkable (Novelty), resonated with one’s values and principles (Affective Impact) and extremely relatable (Relevance). ‘Importance of Meal Times’ rating significantly increased post-campaign. TVC successfully communicated the importance of a peaceful mealtime environment; a feat, considering respondents have the common misconception that the dinner table is a place to talk about problems The campaign gained 11,443 Youtube views. Netizens said it was one of the best and most relatable ads they ever saw. Over 3,700 users of the quiz in only 35 days. 17 Million Filipinos were reached in 40 days.

Explain why the method of promotion was most relevant to the product or service

Lucky Me! has been part of the Filipino household for years. Its 98% household penetration for total Philippines (AC Nielsen, Dec 2014) is testament to the brand’s massive reach. But Lucky Me! hoped to take physical nurturing to a wholistic level. This gave way to the Kainang Pamilya Mahalaga (KPM) advocacy. The 2014 KPM advocacy saw the nation's most loved noodle brand help put a stop to sermons and make parents re-evaluate their parenting, thus instilling the values of humility, understanding, and selflessness where there was once anger and self-righteousness.

Credits

Name Company Position
Brandie Tan Publicis JimenezBasic Executive Creative Director
Trixie Diyco Publicis JimenezBasic Executive Creative Director
Mike Fernando Publicis JimenezBasic Associate Creative Director
Nikki Paqueo Publicis JimenezBasic Copywriter
Katie Santos PUBLICIS JIMENEZBASIC Group Account Director
Beng Alcazaren PUBLICIS JIMENEZBASIC Group Account Director
Rina Custodio Publicis JimenezBasic Account Director
Bau Bautista Publicis JimenezBasic Agency Producer