VMLY&R did an in-depth on-ground ethnographic research which uncovered a rapidly growing divorce rate in Indonesia. The main reason: women felt that men didn’t partner them in household responsibilities. Most Indonesian women work and manage household responsibilities as well. This is a relentless and tiring chore.
As a food brand, Kraft Heinz realised that they had a right to play a part – in the kitchen
So they created the brand platform of “Real Husbands Cook” – a brand movement which takes a stance of standing behind the woman’s needs, but by awakening & empowering the husband to lend a hand at cooking.