The power of eating breakfast together as a family: Kellogg’s celebrates working moms in Thailand
Today, nearly half of the working population in Thailand is female, the highest percentage in the region.
Kellogg’s Report provides a global overview of the company’s Diversity & Inclusion (D&I) efforts.
For the past decade, the cereal giant has been championing its workforce, creating awareness of diversity issues, fostering a supportive, positive environment where inclusive behaviors are the norm, and embedding accountability for diversity throughout the organization.
Throughout its 100-year-plus history, it has made significant strides toward the more equitable inclusion of women, people of color, lesbians, gays, bisexuals, transgender individuals, people with disabilities, veterans and other demographic groups.
The working Thai mom feature is just one of many heart-warming accounts in Features.
In recognition of their sacrifice to create a better life for their families, Kellogg’s Southeast Asia commissioned J. Walter Thompson Singapore to create a Mother’s Day ad campaign.
Thead resonated around the world and garnered over six million views.
Early last year, Kellogg’s collaborated with the advertising firm to conduct surveys among working mothers in Thailand and found that, while many were pressed for time throughout the day, mornings were particularly stressful as they rushed to get themselves and their children ready.
“As a result, many working moms often skip the traditional Thai breakfast of a warm rice dish,” said Jessa R, category manager, Kellogg’s Southeast Asia.
Real-life stories
“Based on these insights, we created a special Mother's Day ad campaign that celebrated working moms in Thailand and highlighted the power of eating breakfast together as a family.
“The team took an unconventional approach to the ad by featuring real-life employees and their children.
“The insight is so strong and true – moms are often superwomen, selflessly doing so many things for so many people.
“As the social landscape continues to change, more people are choosing brands that connect with their values and lifestyle choices. At Kellogg, we want to support busy working moms by offering a convenient, yet tasty breakfast solution that helps nourish their families and make every morning great,” she added.
