iris Singapore creates a campaign for Philips Airfryer showing a mother’s love never gets old

In 2014, Philips launched the Airfryer range, a faster and healthier way to ‘cook the food you love’. Since then – the product has won the hearts of young families and couples across the region.

However, while convenient, elderly mothers still see the Airfryer as a potential compromise of their proud culinary skills. The only way to assure them is to put it to the ultimate test – cook her child’s familiar favourite, with the Philips Airfryer, and deliver it to them for an unforgettable surprise.

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The campaign, created by iris, launched in Singapore this month and starred real life moms who had never used an Airfryer before. The fruits of mom’s labour in the kitchen were immediately packed into specially designed lunchboxes, personalised with her message, and delivered right to her unsuspecting child in the workplace. The highly emotional surprise was documented and viewed live by the mothers – and the ultimate Airfryer taste test passed with flying colours judging from the amazing reactions from those trying the food.

The campaign ‘Lose the Oil, Not the Love’ served as poignant reminder that even as technology changes rapidly; a mother’s love never gets old.

“No matter whom you are, where you’re from, nothing beats your favourite food cooked by your loved ones. That said, it was beyond our expectations when a mother’s boy, now a grown man, broke down when he discovered what was in the surprise. His unbridled happiness while enjoying what we delivered, was all the affirmation that his elderly mother needed about using the Airfryer,” said Ed Cheong, Creative Director, iris

Canice Koh, Marketing Manager, Philips Electronics added, “In this busy cosmopolitan city, we’re often too busy to eat home. So to speak to the hearts of mothers, we helped them deliver the feeling of “home” into the lives of their children. After all, the modern Airfryer is in the best possible hands of experienced home chefs.”

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