From Field to Plate: Indonesia’s Tastiest Shallots Take Centre Stage in New Kraft Heinz Campaign
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The campaign from VMLY&R Indonesia engaged Indonesian Masterchef judge chef Arnold Poernomo to help seed the campaign to his followers across social media
A campaign to launch Kraft Heinz’ new ABC Bawang Pedas sambal is turning the spotlight on its key ingredient, the legendary Brebes shallot, and the expertise of the farmers who grow them, in a colourful new digital film.
Created by global experience agency VMLY&R Indonesia, the campaign tells the story of the sambal’s gourmet ingredient from field to plate, celebrating the Brebes farmers, whose expertise and care results in the sharp taste and strong fragrance the shallots are famous for, which is fused with the spiciness of authentic Indonesian chillies to create the unique flavour of ABC Bawang Pedas sambal sauce.
The digital film launched on Heinz ABC’s YouTube channel in August, receiving more than 8.7 million views, with a reach of over 51.3 million. As part of the campaign, Kraft Heinz and VMLY&R Indonesia also engaged popular Indonesian chef, Arnold Poernomo, judge of Masterchef Indonesia, to help seed the campaign to his followers across social media.
Commenting on the campaign, Kraft Heinz marketing manager, Winanda Setiawan, said: “The new launch campaign tells a powerful ingredient story, which successfully brings to life what makes our ABC Bawang Pedas sambal unique: the Brebes shallots.”
Chief creative officer, VMLY&R Indonesia, Din Sumedi, added: “We wanted to create a campaign that truly connected consumers of ABC Bawang Pedas with those who grow the ingredients that go into it, not only highlighting the gourmet quality of the new sambal but also those who grow the shallots, as a key differentiator in the market. Focusing on the story of the farmers, with visuals of the key ingredients, is not only mouth-watering to watch, but also reminds audiences of the dedication of the farmers behind the ingredients that go into every bottle of ABC Bawang Pedas.”