|Title||FAMILY MEALS MATTER: TURING MEALTIME SERMONS INTO CONVERSATIONS|
|Brand||MONDE NISSIN CORPORATION|
|Product / Service||PUBLIC AWARENESS MESSAGE|
|Category||C01. Fast Moving Consumer Goods|
|Entrant||PUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES|
|Entrant Company||PUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES|
|Advertising Agency||PUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES|
|Production Company||SOUNDESIGN MANILA Makati City, THE PHILIPPINES|
|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||Senior 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|
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 elevate physical nurturing to a more holistic level. This gave way to the Kainang Pamilya Mahalaga (KPM) advocacy. Lucky Me! is the nation's #1 noodle brand, but they managed to transcend this utilitarian role to become a champion of family relations through KPM. KPM's 2014 integrated campaign helped parents spot a destructive habit that's been ingrained in Filipino parenting culture for generations. More importantly, KPM also helped parents prevent it. We started the advocacy by making parents see and hear the effect of mealtime sermons through TV and radio. We asked them questions to see if they were guilty through a social media quiz. But we also gave them the simplest solution via our online ads.
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).
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 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.
To help the nation unlearn a habit that’s been ingrained in its culture for generations, Lucky Me! created a national disturbance. A massive 360 campaign clearly communicated how the manner of reproach can create indifference and endanger the relationship between a parent and a child. A TV and online video saw the dinner table turn into a battlefield when a parent’s positive intentions are delivered with hurtful words and tone. Radio spots communicated the appalling extent of the damage this habit causes. These efforts were released simultaneously. Then, LED billboards and social media ads taught parents how to give their sermons a healthier treatment. A social media quiz offered parenting assessment and advice. Every piece of the campaign were designed to ‘disturb’ the nation into realising how harmful their words can be, especially when said at the dinner table. It also gave them solutions to reverse the damage.