Lucky Me! the most beloved brand the Philippines filed to create a special holiday to make sure families have dinner together.
Every year, we create films leading up to the fourth Monday of September that encourages parents to come home in time to have dinner with their children.
For poorer Filipinos who live in tiny homes, a dining table is a luxury.
In 2019 site visits showed that many poor families were physically unable to share a meal together. This was because their homes were so small they couldn’t spare the space for a traditional dining table that could accommodate their large number of family members. So, set to a track of a famous Filipino love song, we showed that you don’t need the usual “dining table”. There are all kinds of “tables” you can share a meal on— picnic tables, tables on buses and makeshift tables manually put together. As long as you’re together, anywhere you are can be a dining table.
Who is having dinner with your children when you aren’t there?
In 2018, we found that children whose parents are able to come home in time for dinner can often address bullying or prevent kids from picking up incorrect values or from being introduced to vices. So we wanted to show that the simple act of sharing a meal can be very powerful.
Recognition
1 Youtube Works Award
Advocacy ads of KPM is now endorsed by the national government