McDonald’s Indonesia uses rendang to showcase diversity and unity of cultures

McDonald’s Indonesia relaunched its rendang-flavoured burger on the eve of Independence Day and decided that launching the burger on its own would not be enough. Instead, it wanted to anchor what the burger represents culturally and rolled out a video aimed at showing the divisions through cultural truths and how a few key elements bring the country together and unite it. The campaign's inspiration came from the insight that the spices used in rendang came from diverse parts of Indonesia and later became one. This then triggered the idea of unity through flavours and rendang. 

The spot ran on free-to-air TV channels and OOH billboards in several key cities and on digital to drive maximum reach and spread the word. Done together with Publicis Groupe Indonesia and Think Tank Studio, the campaign will run until 3 September. 

“Independence Day 2021 is not merely a date on the calendar for Indonesians. It signifies what the nation stands for the core beliefs of the nation. Moreover, it reminds all Indonesians to fight for and look forward to. Given the continuing pandemic condition, McDonald’s Indonesia wants to give hope and positivity by uniting them on their love for food," director of marcomm, CBI and digital at McDonald's Indonesia, Michael Hartono, said. 

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