Mommy Heist.
With Mother's Day falling during Ramadan in 2024, Kellogg's Noodles in Egypt released a film in which children set off on a playful 'heist' to surprise their mother with an iftar they cook themselves.
- Brand
- Kellogg's Noodles
- Agency
- BAM
- Market
- Egypt
- Region
- MENA
- Year
- 2024
The challenge
Mothers usually take charge of family meals, and in 2024 Mother's Day fell during Ramadan. The brand wanted to give children an easy way to treat their mothers by cooking iftar for them.
The idea
BAM and director Dibo made a one-minute film in which children turn surprising their mother into a quirky secret mission, ending with the family sharing an iftar made with Kellogg's Noodles. It was published on the brand's YouTube channel on 13 March 2024, with a 31-second cut the next day, closing on an Arabic line that says it is now our turn to take care of her.
Case study source: Allthingsdibo Source ↗
