Monde Nissin Corporation's Advocacy, Now a National Celebration
Through its flagship brand Lucky Me!, Monde Nissin Corporation (MNC) began ‘Kainang Pamilya Mahalaga’ an advocacy that is now endorsed by the national government and celebrated annually in its home country of the Philippines.
MNC’s ‘Kainang Pamilya Mahalaga’ advocacy (or ‘Family Mealtime Matters’ advocacy) started in October 2007 with a goal to shape a positive future for each Filipino family, one meal at a time. MNC leveraged its resources as one of the country’s largest consumer brands to encourage parents to nurture the bond among family members through conversations during dinnertime. The value of shared mealtimes in fortifying the foundation of families is supported by a Columbia University study* which showed that children who eat more often with their parents are more likely to grow up happier, healthier, and perform better in school. The annual celebration reminds parents that eating together is one of the few, simple moments that have the potential to shape their children’s lives.
The company has been promoting this advocacy through multiple award-winning advertising campaigns showcasing realities that many Filipino families face that use heartwarming messaging on the value of family mealtimes. The strength of the advocacy drew support from multiple sectors of society until its significance was recognized by the national government of the Philippines in 2012. Then President of the Philippines, Benigno Aquino III, declared the 4th Monday of every September as ‘Kainang Pamilya Mahalaga’ Day.
Caption: ‘Kainang Pamilya Mahalaga’ campaign photo
In 2020, Kainang Pamilya Mahalaga Day was celebrated on September 28 as this year’s campaign called on Filipino families to have extra appreciation for every single moment that they have meals together despite the new normal in the COVID-19 pandemic. As with each celebration since 2012, work in government offices, select private companies, and even some universities suspended their activities midday onwards to encourage everyone to spend a quality mealtime with their family on Kainang Pamilya Mahalaga Day.
Monde Nissin Corporation is an ISO 22000 and FSSC 22000 certified organization by SGS Philippines, Inc.
*2005 Survey conducted by The National Center on Addiction and Substance Abuse (CASA) at Columbia University
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