Mother's Recipe redefines language of love through food

Mother’s Recipe, a packaged food brand, has launched a campaign with the tagline ‘Taste the Love’, redefining the language of love, through food.

The brand’s essence revolves around love, a mother’s love that she pours into the food she prepares for her family. Today that intrinsic love expressed through food is taking different forms, being expressed through new-age equations and relationships.  The two new campaign videos capture this changing consumer dynamics and ensure the brand stays relevant as a trusted partner in every phase of life.

The campaign is the brainchild of Sanjana Desai, Chief Strategy Officer, Mother’s Recipe.

The first campaign video encapsulates the journey of a young girl’s move to a big city. Her first taste of food in the new city is completed with a familiar jar of Mother’s Recipe pickle that instantly reminds her of home and the love she has grown up on.

The second video brings the focus on gender equality and dilution of gender roles. Mother’s Recipe’s offerings of convenient, simple food solutions are enabling men to take on roles that were just thrown into a woman’s list of things to do. The video shows a young couple where the woman is going through the food options to order for dinner after a tiring day. The man in the kitchen picks up packs from the Mother’s Recipe range to cook up a delicious home-cooked meal for his wife. The video beautifully highlights a simple solution to a man’s biggest concern --‘I don’t know how to cook’, while fostering love and understanding. The video subtly celebrates the new-age relationship dynamics that are more open, practical and willing to go the extra mile.

Speaking on the new campaign, Desai, said, “I and my team closely studied and understood the changing consumer behaviour, their desire to embrace the modern, while being rooted in the authenticity of traditional taste and flavour. Bringing and highlighting the best of both the worlds is what we set out to achieve through these campaigns.”

Credits:

Client: Mother’s Recipe

Chief Strategy Officer, Mother’s Recipe: Sanjana Desai

Creative Team: In-house

Production House: Off Centre Films

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