Kraft Heinz Indonesia has appointed Publicis Groupe to handle creative duties following a rigorous and multi-stage process. The awarded work includes strategic to tactical creative execution for offline and online campaigns for Kraft Heinz Indonesia’s ABC brand. VMLY&R Indonesia is the incumbent and R3 was managing the pitch.
Kraft Heinz Indonesia's spokesperson told MARKETING-INTERACTIVE that the review process was part of its regular practice of ensuring good corporate governance among its key vendors and strategic partners. The appointment will commence upon the agreement being signed by both parties, the spokesperson added.
According to the brand, Publicis Groupe demonstrated its understanding of the Indonesian consumer and strong strategic skills. The team also demonstrated its enthusiasm and commitment towards this partnership, the spokesperson said.
Last year, Kraft Heinz launched a campaign to spotlight Kraft Heinz’s key ingredient in its new ABC Bawang Pedas sambal, the Brebes shallot. The campaign showcased the story of the sambal’s key ingredient from field to plate, celebrating the Brebes farmers, whose expertise and care results in the taste and fragrance the shallots are famous for. Kraft Heinz also engaged popular Indonesian chef Arnold Poernomo, who is also the judge for Masterchef Indonesia, to help seed the campaign to his followers across social media.
Meanwhile, it also had two seasons of the Tantangan Sambal ABC game which challenged individuals to try Sambal ABC with all kinds of food. Done together with VMLY&R Indonesia, the game was hosted by popular Indonesia chef, Chef Bara, and it was promoted on TV, radio, digital and mobile.
Separately, Tripti Lochan, co-CEO, VMLY&R Asia told MARKETING-INTERACTIVE that the agency and Kraft Heinz have a “great ongoing relationship across the region, having worked with the brand in six categories including soy, chilli and canned fish”.
Lochan also added that Kraft Heinz has been a “brave partner”, citing the Kecap ABC’s Real Husbands Cook as one of its proudest campaigns as it gave the agency the opportunity to create awareness and start fixing a real problem in Indonesia - encouraging husbands to take a more equal role in household tasks. Lochan said that it used deep insights from an ethnographic study to create “an extraordinary campaign that spoke to the hearts of Indonesian women and their husbands, and used a household name like Kecap ABC to make a difference to Indonesian families”.
According to Lochan, another memorable campaign was the Pedasuransi with Sambal ABC. The campaign saw Heinz partnering AXA to launch the world’s first Spice Insurance to “drive home how spicy Heinz’s sambal really was”. She also mentioned ABC Sardines Cerdaskan Indonesia (smarten up), where VMLY&R helped Heinz partner with the Education Ministry to launch a nationwide school initiative to improve learning, which helped kids remain interested in learning.
Lochan said: “It has been a pleasure to work with a forward-thinking and impact-driven client partner, and the success of our partnership shows in the results. Through the campaigns mentioned above, and numerous more, we took ABC brands to have the highest brand power across soy and sambal categories. We look forward to continuing our relationship across ASEAN and China, and to creating more impactful, brave and industry-changing work with Kraft Heinz.”
Meanwhile, The Kraft Heinz Company also chose Carat to handle media duties for its Canada and international zones last year while Starcom was retained for US duties. Carat took on the lead agency role in developing global projects and capabilities with the company’s Amsterdam-based global media team. At the same time, Starcom brought together capabilities and resources from several of its fellow Publicis Media agencies under Publicis 57 for the account.
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