Mothers answer the toughest questions in new campaign via DDB Hong Kong for Fonterra

DDB Group Hong Kong and Fonterra have developed a digitally-led advertising campaign entitled “Mama Tell B Why” for Anmum pediatric milk powder that better prepares parents for the curious nature of their kids.

“Kids have a lot of questions, which are not always easy for parents to respond to. Just as important as the questioning itself, is how parents answer their kids and encourage them to explore the world – this affects their development and how they connect to the world. In partnership with DDB Group Hong Kong, we developed a campaign that helps parents to answer their kids’ questions in an appropriate manner, while also educating about the benefits of GA contained in Anmum pediatric milk formula,” said Brucemond Chan, Senior Marketing Manager.

VIEW THE SPOT (In Cantonese)

The new campaign marks a continuation of Anmum’s October 2014 campaign “Knowing a word is only the beginning of knowing the world”, which centred on communicating the milk powder’s key ingredient, GA by explaining to mums that it not only helps to connect brain cells, but also to connect their kids to the world.

This time around, the campaign idea focuses more on highlighting the role of mums and helping them do their best to connect their kids to the world. DDB Group Hong Kong set up a crowdsourcing platform that included mums in the conversation, as well as healthcare professionals, to collaboratively find the best methods of how to answer children’s questions with the right attitude.

Shot in the style of a home video, an online video will run on social media such as YouTube and Anmum’s facebook page. The video features curious kids who ask nearly impossible to answer questions such as “Why do I have five fingers instead of six”, “Why doesn’t daddy have very much hair,” and “Why is water wet”. Anmum guides bewildered parents to its website where they can find advice on how to answer such simple, yet complicated questions, plus share their own experiences.

Andreas Krasser, Planning Director at DDB Group Hong Kong said, “While communication in the pediatric milk powder category is slowly moving away from functional messaging towards emotional storytelling, we wanted to go even further. Today emotional storytelling is simply not enough, we wanted to add real value to parent’s daily lives. After all, this is the core of the Anmum brand, a true maternal partner.”

Credits –

Planner: Tracy Yu