KECAP SEDAAP
Ayahku Jago Masak
KECAP SEDAAP
Ayahku Jago Masak
Industry
FMCG
Scope
Brand Campaigns
Film
Visual Identity
We made fathers the heroes of the kitchen.
Food has always been one of the strongest expressions of care within Indonesian families. While cooking stories are often centered around mothers, many families also share memories of fathers preparing special meals and creating meaningful moments around the dining table. Ayahku Jago Masak was built around these emotional truths, highlighting fathers as everyday heroes whose love is often expressed through simple acts, including cooking for the people they care about most.
Rather than focusing solely on product functionality, the campaign placed human stories at the center of the narrative. Through relatable family moments and emotionally driven storytelling, Kecap Sedaap became part of a broader conversation about appreciation, togetherness, and family connection. The result was a campaign that strengthened emotional relevance while reinforcing the brand's role in helping create meals that bring people closer together.
We made fathers the heroes of the kitchen.
Food has always been one of the strongest expressions of care within Indonesian families. While cooking stories are often centered around mothers, many families also share memories of fathers preparing special meals and creating meaningful moments around the dining table. Ayahku Jago Masak was built around these emotional truths, highlighting fathers as everyday heroes whose love is often expressed through simple acts, including cooking for the people they care about most.
Rather than focusing solely on product functionality, the campaign placed human stories at the center of the narrative. Through relatable family moments and emotionally driven storytelling, Kecap Sedaap became part of a broader conversation about appreciation, togetherness, and family connection. The result was a campaign that strengthened emotional relevance while reinforcing the brand's role in helping create meals that bring people closer together.
Industry
FMCG
Scope
Brand Campaigns
Film
Visual Identity
We made fathers the heroes of the kitchen.
Food has always been one of the strongest expressions of care within Indonesian families. While cooking stories are often centered around mothers, many families also share memories of fathers preparing special meals and creating meaningful moments around the dining table. Ayahku Jago Masak was built around these emotional truths, highlighting fathers as everyday heroes whose love is often expressed through simple acts, including cooking for the people they care about most.
Rather than focusing solely on product functionality, the campaign placed human stories at the center of the narrative. Through relatable family moments and emotionally driven storytelling, Kecap Sedaap became part of a broader conversation about appreciation, togetherness, and family connection. The result was a campaign that strengthened emotional relevance while reinforcing the brand's role in helping create meals that bring people closer together.
Industry
FMCG
Scope
Brand Campaigns
Film
Visual Identity
More Work
