Lady’s Choice ‘Ibu Sejati’ Inspires Malaysian Mothers to Keep It Real

Leading mayonnaise brand engages real-life mums on a nationwide mission to defy 

the perfect mum stereotypes

Being a mum is tough, let alone measuring up to the ideals of a perfect mum. The increasingly high standard of motherhood has become ingrained in our culture today as parents strive to provide the best for their children.

Malaysia’s leading mayonnaise brand, Lady’s Choice today announced the launch of ‘Ibu Sejati’, a nationwide awareness campaign aimed at breaking the stereotype of perfect mum. More than just a statement, the brand put forward a powerful message of “Tiada ibu yang sempurna, hanya ibu yang sejati” to reiterate that being a real mum is all about loving unconditionally.

‘Ibu Sejati’ spotlights three real-life Malaysian mothers telling inspiring stories about how they cope with their day-to-day struggles. Delivered through a series of videos, the emotionally-engaging stories depict the unique roles of these mothers and the different approach they take in putting their children first. Akin to unsung heroes for their loved ones, these mothers include a working mum Wan Musfirah Aimi, a single mum Natalie Hussin, and a fulltime housewife Normayani Isa, who are all blessed with three kids.   

“The role of a mother has evolved with greater responsibilities in today’s fast paced environment – from finding the balance between careers, being a dutiful wife and raising her children, while having time for herself. The multitude resources on the internet, while inspiring could also mount to peer pressure amongst parents, often striking the fear in them that they are not doing enough for their children,” said Shiv Sahgal, Marketing Director of Foods & Refreshments, Unilever (M) Holdings Sdn Bhd.  

Research has shown that 84 percent of Asian moms surveyed seamlessly use the Internet as part of their lives and they believe it is a functional resource that helps them make better decisions for their families[1]. This situation could lead to mothers inadvertently becoming more susceptible to social pressures, with parenting skills and choices often being judged.

Shiv explained, “As the No. 1 mayonnaise brand that is trusted by millions in Malaysia, we are in the position to drive this conversation. ‘Ibu Sejati’ encourages mothers to accept the reality that perfect mums don’t exist, while it’s okay to live an authentic life and show their love, even if it takes just a simple great-tasting, nutritious breakfast. And we at Lady’s Choice want to take a proactive role to inspire and provide solutions for all mothers.”

New look, same goodness

The ‘Ibu Sejati’ campaign is a timely initiative in line with the introduction of the new packaging for Lady’s Choice mayonnaise. Sporting an unconventional look in a sleek and convenient jar, Lady’s Choice mayonnaise maintains its goodness as an easy, versatile and efficient solution to prepare tasty and nutritious sandwiches without the hassle to make from scratch.

Made with 100% real ingredients and rich in Omega-3, which is an essential fatty acid for child’s development, Lady’s Choice mayonnaise is an ideal companion to relieve mothers of the struggle in preparing nutritious breakfast for their children.

Taking ‘Ibu Sejati’ across Malaysia, Lady’s Choice has established a unique content collaboration with Media Prima Television Networks to expand its reach and engage with millions of mothers through its leading television platforms. The collaboration also taps on the network’s creative resources to bring the ‘Ibu Sejati’ stories to live, while giving the content a high-quality treatment.

Johan Ishak, Chief Executive Officer of Media Prima Television Networks said, “Of all collaborations we’ve had with Unilever brands over the years, this produces one of the most gratifying outcomes from a creative standpoint. The ‘Ibu Sejati’ campaign carries such a meaningful message and it deserves to be heard across millions of households nationwide. We are fully on board with Lady’s Choice and stand behind their inspiring move to help mothers cope with their struggles especially in the morning.”

In extension of the campaign, Lady’s Choice will go on a nationwide activation to connect with Malaysian mums and provide ongoing nutrition education from the month of April until September 2018. In celebration of Mother’s Day, Lady’s Choice will also be rewarding mothers with exclusive spa vouchers in the month of May. For more information, please visit http://www.facebook.com/LadysChoiceMalaysia/.

The new packaging of Lady’s Choice mayonnaise is now available at all major hypermarkets, supermarkets and minimarkets nationwide.

About Unilever

Unilever is one of the world’s leading suppliers of fast moving consumer goods with operations in more than 100 countries and sales in 180. We have some of the world’s best known and most trusted brands, with leadership positions in many of the home and personal care and food categories in which we compete. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. More than 167,000 people worldwide work for Unilever. For more information, visit www.unilever.com

About Lady’s Choice

Lady’s Choice is a leading brand for Mayonnaise, Dressing and Peanut Butter in Malaysia. It is also one of the brands in Unilever (M) Holdings Sdn Bhd that provides a wide range of spreads for more than 50 years. The Lady’s Choice mayonnaise range come in four pack sizes; 50ml sachet, 220ml Doy pouch, 220ml Jar and 470ml Jar. Its mayonnaise range are made from real ingredients such as eggs and soy bean. The dressing range on the other hand come in three variants: Thousand Island, Coleslaw and Fruit Salad.

Currently, Unilever Malaysia has a portfolio of 13 key brands which include food products such as Lipton, Knorr, Lady’s Choice, Wall’s and Planta; personal care products such as Sunsilk, Dove, Lux, Clear, Lifebuoy, Fair & Lovely and Rexona; and homecare products such as Breeze. Many of these brands are also leaders in their respective categories.