Kellogg's targeted working moms -- many of whom are too busy to have breakfast with their kids -- in a surprise for Thai Mother's Day on August 12.
Agency JWT Singapore focused on research that found that many Thai mums don't have time to eat breakfast at home. Often they are waking up sleepy kids early in the morning, making them a fresh breakfast and then going to work through Bangkok's notorious traffic jams. They grab a bite on the way in.
To try to bring moms back to breakfast, the agency interviewed the kids of a group of moms who all worked in an office. (The moms were told that they were casting for mums and kids for a film, but didn't know the script or what they were planning to do.)
Five kids who said they didn't know what their mom ate for breakfast were picked, and filmed. Then the moms were brought into the office one Saturday to shoot the film. After filming the kids, the crew brought in the moms and they were surprised by their kids with Mother's Day banners and a special breakfast. There are some heartwarming moments as the kids read out letters about how they're going to help their moms to have more time in the morning.
Gaurav Lalwani, general manager and regional business director, J. Walter Thompson Singapore, says in a statement: "We partnered with Kellogg's to create a social experiment, prompting people to the realization that missing breakfast with Mom means missing out on fun time with her. And by reminding families of this, we aim to remind everyone that breakfast time is quality time."