HappyFresh taps Thai influencer to show the way to mothers-in-law's hearts

Southeast Asian online grocery delivery company HappyFresh has launched a regional campaign "Make In-Laws Happy" in Malaysia, Thailand, and Indonesia. Addressing relationships between in-laws, the campaign's target groups are daughters-in-law and mothers-in-law.

The campaign will run from February to March on a 360-marketing approach, reaching out to the target audience via social media, out-of-home media and more.

In Thailand, HappyFresh partnered with influencer K. North Sanhanut, the creator of Facebook page "Baan Gu Aeng", to depict the challenges faced by daughters-in-law through a short film. The film features Sanhanut acting as both the mother-in-law (Madam Yang) and her daughter-in-law, and shows Madam Yang ordering her daughter-in-law to get household supplies such as toilet paper and groceries. The daughter-in-law easily gets it done by using the HappyFresh app, impressing Madam Yang eventually.

The film was uploaded on HappyFresh's YouTube channel on 7 February, and has garnered 5,608 views at the time of writing. Additionally, HappyFresh will be coming up with a manual on how to make mothers-in-law happy through its online grocery service. The manual will be produced and distributed both online and offline.

Meanwhile, its campaign in Indonesia will "materialise through the voice of influencers and social media", HappyFresh said. This comes as the platform finds that the majority of its target audience are spending their leisure time on social media. A+M has reached out to HappyFresh for additional information.

David Lim, VP of marketing at HappyFresh, said it wants to bring across how HappyFresh can simplify the daily lives of its target audience "by providing convenience and money-saving opportunities" when it comes to groceries for the family. Lim added that the campaign was created as HappyFresh aims to inspire and help every woman win the hearts of their mother-in-laws.

For its campaign in Malaysia, HappyFresh collaborated with celebrity rapper Hunny Madu to release a music video. Titled “Wanna Be Happy”, the video paints the struggles of a celebrity mother whose mother-in-law’s pestering behaviour results in her inability to get household chores done. It also showcases HappyFresh as a grocery shopping platform that freshly picks out groceries for a busy working mum such as Hunny Madu.

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