MullenLowe Singapore cooks up a reunion dinner in CNY ‘Taste of Home’ film for Prudential
MullenLowe Singapore has released ‘A Taste of Home’ for Prudential Singapore to mark this Chinese New Year. The film aims to highlight the importance of finding ways to bridge distances and create connections at a time when restrictions due to the pandemic continue to impact family gatherings. It echoes Prudential’s brand positioning – ‘We DO’ – in this case, on the themes of reconnection and family – and is aligned to its purpose to help people get the most out of life.
The CNY reunion dinner is a time for families to reconnect over a sumptuous meal that is often made up of specialty dishes painstakingly prepared by grandmothers or mothers. But with restrictions on travel, many who remain abroad are unable to return home during the festive season. While video calls during reunion dinner have allowed people to bridge gaps visually, one thing that’s missing is the aromas and tastes of familiar home-cooked food that remind everyone of home and family.
For this film, MullenLowe Singapore engaged Chef Ivan Yeo, a celebrity chef in Singapore, to recreate mum’s signature dishes for individuals who are separated from their families and can’t savour their mum’s home-cooked food this Lunar New Year. Participating in the campaign is Prudential customer, Alice (Hui Shui), a Malaysian living in Singapore with her Singaporean husband. Alice recently gave birth but her parents are staying in Malaysia and they haven’t physically met her son due to COVID travel restrictions.
The campaign film shows Chef Ivan working together with Alice’s mum to learn and replicate the dishes according to her special recipes. Alice and her family are then invited to a dinner where they are surprised with a video call from mum revealing her collaboration with Chef Ivan on the dishes.
‘A Taste of Home’ will run on Facebook, Instagram and YouTube from 21st January to 13th February.
Daniel Kee, Executive Creative Director, MullenLowe Singapore said, “It is such a pleasure to work with a brand that cares enough for human relationships that it would prioritise bringing actual people together instead of just talking about it, especially in a time when connections are frayed and fraught with uncertainty.”
Goh Theng Kiat, Chief Customer Officer, Prudential Singapore said: “Relationships are an important area to focus on as we look to live well for longer, especially during challenging times. We’re glad to be a part of this heartwarming moment for Alice and her family during this festive period, and to help her reconnect with her loved ones in a meaningful way.”
