Kecap ABC: Real Husbands Cook

Eldon Dcruz, Saurabh Dahiya, Hari Ramanathan

Cooking aid brand Kecap ABC deployed an above-the-line campaign in Indonesia to position itself as ally to working women and close the gender equality gap in the kitchen.

Campaign details

Brand: Kecap ABCBrand owner: Kraft Heinz IndonesiaLead agencies: VMLY&R Indonesia, VMLY&R IndiaContributing agencies: VMLY&R Singapore, Geometry Global, StarcomMarket: IndonesiaIndustries: Sauces, seasonings, condimentsMedia channels: Events & experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Social media, Television, Websites & micrositesBudget: 5 - 10 million

Executive summary

A rank of 85 out of 153 in the World Economic Forum's Gender Gap Index shows that gender equality is a pipe dream in the world's largest Muslim country, Indonesia.1

The statistics were even worse when...

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