Filipino roasted chicken chain Andok’s is taking a back-to-basics observance of Mother’s Day as it seeks to inspire families to disconnect from their mobile devices and create lasting memories with their mothers on their special day. Dubbed as #HourMama, its new campaign seeks to encourage people to dedicate at least an hour for some uninterrupted bonding time with their mother.

“Over the years, we have seen technology successfully bridge various gaps in human experience,” Andok’s Litson Corporation executive vice president Maverick Javier shared. “However, we tend to be so excited with the advancements and the connections we can make from afar that we forget to give the gift of being present to our loved ones who are right beside us. This inspired us to encourage everyone to take an hour of their time to take a step back, look around, and create new core memories with the people around them and we thought it is best to kick-off this campaign by sharing new memories with our mothers on their special day.”

The campaign kicks off at Andok’s branch in Makati Avenue in Makati City, Metro Manila, Philippines where customers and guests go offline from 12 noon to an hour and connect with the mothers in the restaurant. The branch’s WiFi will go WaFi (walang WiFi) as the restaurant’s wireless Internet connection shuts down during this hour.

Fueling these personal and live interactions among families is the signature taste of Andok’s offerings, allowing the families to punctuate their connections with Andok’s iconic dishes. Everyone is also encouraged to join the campaign on Mother’s Day by taking a photo with their mothers after a dedicated offline hour and posting it using in social media using the hashtag #HourMama.

“Andok’s has always been about doing things with heart and appreciation,” Javier added. “With #HourMama, we aim to not just have a heart-to-heart connection with our valued customers but to build meaningful relationships and memories within families. We are hoping this activity will pave the way to more observances of #HourMama as our fellow Filipinos spend more quality and uninterrupted time with their moms even beyond Mother’s Day. Of course, this is best done with the offerings of Andok’s that we’ve all come to know and love.”

Here is Dimples Romana talking about #HourMama by Andok’s: