My Mother Tells Me
6. Digital Experience Kancils [6.8 Best use of content marketing]
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Links:
Product/Service:
Coffee
Client:
Chek Hup
Brief:
In a world chasing trends, we forget where our culture quietly lives in the things our mothers say. From morning coffee habits to everyday wisdom, Nan-Yang culture isn’t something we learn, it’s something we inherit.
So we asked: What if every Mom saying we grew up with… wasn’t just advice, but a reflection of Nan-Yang values, the same values Chek Hup has been preserving in every cup?
Solution:
We created “My Mother Tells Me”, a storytelling IP featuring a witty, lovable Nanyang Mama who shares timeless wisdom with modern humour.
Through her, everyday mom quotes became reminders of Nan-Yang values like patience, warmth, and gratitude. Each story inspired rediscovery, proving that culture lives not in museums, but in our mothers’ voices.
