KFC: Let Mom Rest
CREATIVE, PROACTIVE
🥉 Bronze, Good for People, Equality (ADMAN 2023)
🥉 Bronze, Digital & Social, Product & Service (ADMAN 2023)
🎖️ Finalist, Media, Use of Social (ADMAN 2023)
In Thailand, household chores are commonly seen as a mother's responsibility, as reflected in the thousands of packaging designs, logos and names of household products and home appliances which use a mother as brand mascot.
From “Cooking Mama” to “Cooking Papa”
On Thai Mother's Day (Aug 2023), Colonel Sanders, the Father of KFC, took over the household duties of the 'mothers' on iconic Thai products featuring moms, sparking conversations to Let Mom Rest and make household chores not just mom’s, but everyone’s responsibility.
Additionally, we sent real products of these daily essentials to kitchen tops in real homes, serving as daily reminders to Let Mom Rest beyond Mother’s Day.
My favourite part of this campaign? Convincing KFC Thailand to give all mom employees an extra day of paid leave as practical appreciation.
Media Features
Little Black Book > How KFC Thailand Are Changing Perspectives on Mother’s Day
Campaign Brief Asia > KFC Thailand Launches Operation ‘Let Mom Rest’ on Mother’s Day
Client: KFC Thailand
