Project Description

Ajinomoto Seri-Aji®

56%

Engagement Rate

6M

Campaign Reach

Industry

Food & Beverage

Objective

Ajinomoto would like to take the chance to encourage consumers to prepare SAHUR by using Seri-AJI® Nasi Goreng Kampung. At the same time, to introduce total Seri-Aji® range of products.

STRATEGY

Word of mouth is a powerful tool.
We engaged with 20 Instagram KOL and asked them to cook using Seri-Aji® with own recipes.

Nasi Goreng Kampung is a favorite flavor that Malay housewives commonly cook at home. Hence, we introduced Nasi Goreng Kampung as trial then expand into others flavors & Menu like Nasi Goreng Cina and so on.

Solution

Influencer Advertising
• Cooking Video
• Final Dish Photo

Result

This campaign has successfully changed the mindset of Malay housewives that Sahur can also be prepared this easily with the help of Seri-Aji® range of products. It gives them more idea to prepare for Sahur; even someone who doesn’t cook often can cook delicious Nasi Goreng now.

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