F&N Dairies spotlights a parent's love in heartwarming film about food

F&N Dairies is filling the hearts of Malaysians with love through its latest thematic campaign. Carrying the brand purpose "Mengisi Hati Setiap Hari" (Filling Your Heart Every Day), the campaign features a short film of the same name, in-store communications, social and digital materials.

The film depicts a parents' love and care for their adult daughter. In the film, a woman is seen working when her mother calls her to tell her to come home for dinner as she is cooking something special. 

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The daughter tells her mother that she will talk to her later as she is busy. The film cuts back and forth between the daughter hard at work, and her parents cooking and preparing dinner. 

When dinner time comes around, the daughter packs her bag to leave the office, but a colleague drops off more work at her desk. 

After waiting for some time, her parents decided to pack dinner and bring it to the office so that they can all have dinner together as a family. 

The film was directed by directors ThinkTank and was created in partnership with creative agency Muma. 

“Unlike in the Western culture, Asian parents are generally less verbal when it comes to expressing themselves, but their actions speak volumes. So, while they don’t always say ‘I love you’ to their children, serving up their favourite foods is a common way for Asian parents to express their love, no matter if their child is thirteen or 30 years of age," said Choo Chee Wee, creative partner at Muma.

"Going one step further, their care and concern over the child’s well-being is also expressed through food – statements such as ‘have you eaten yet’ or ‘you look so thin, let me cook your favourite dish this weekend’ is something many of us hear from our parents even now as working adults." 

The film also subtly reminds audience not to neglect their parents and family, no matter how busy one gets. 

“With this film we aim to deliver an idea that works both for the brand and the greater good through a beautiful piece of storytelling based on consumer and cultural insights," added Choo. 

This campaign comes after F&N appointed Muma as their new agency partner for various projects.

“It is an honour to be given the opportunity to work with such big names including heritage brands such as F&N that we grew up with, and can bring our creative input into,” said partner and managing director of Muma, Pang Li Li at the time. 

In tandem, Resorts World Genting, Hong Leong Assurance and property development company ParkCity have also picked Muma Malaysia as their new agency partner for various projects. 

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