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Kraft Heinz Indonesia builds brand awareness by tapping into young business owners

Kraft Heinz Indonesia builds brand awareness by tapping into young business owners
Written by Publishing Team

Kraft Heinz Indonesia has partnered with online platform detikcom to launch its first campaign ‘Food Service’, targeting young ‘food pioneers’. The campaign ran from August to December 2021. According to Kraft Heinz, the partnership was aimed at enabling the brand to spread awareness towards young consumers, especially young “food pioneers”.

When the pandemic hit, many people fell victim to job losses and were forced to survive with their current skills. Moreover, with the lockdown restrictions in place, many people have gained new culinary skills. In fact, some viewed this as a new business idea. A spokesperson for Kraft Heinz Indonesia said interactive marketing The brand saw this as an opportunity to marry the brand’s legacy for everyday consumption into something that could help raise the bar for young ‘food pioneers’ to develop their culinary skills. Through this campaign, the brand added that it aims to raise awareness with young business owners and position itself as a primary partner.

The campaign took place with the agency Carat and was run in three digital stages. First, the brand sought to capture the attention and imagination of its fans through articles, banners and videos across detikcom and Facebook to get people to sign up. After that, webinars were launched on detikcom. Hosted by Rian throughout, the webinars were initially closed to those who signed up to create a sense of exclusivity and insider knowledge, before opening up Cooking Tips to a wider audience.

To deepen the relationship with the Detik audience, Kraft Heinz Indonesia has selected the top 10 participants to receive private training from an expert chef, along with marketing and digital professionals. Finally, the brand took this campaign to a wider audience by promoting the videos across digital platforms. When asked about the ROI the brand hopes to generate from the campaign, a company spokesperson said it aims to get potential customers for growth.

Separately in July last year, Kraft Heinz Indonesia appointed Publicis Group to handle its creative duties after a rigorous and multi-stage process. According to the brand, Publicis Groupe has demonstrated its understanding of the Indonesian consumer and strong strategic skills. The spokesperson said that the team demonstrated its enthusiasm and commitment to this partnership.

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