Campaign details
Brand: ABC Heinz Kecap ManisBrand owner: Kraft Heinz IndonesiaLead agency: Ogilvy Indonesia, VML IndonesiaContributing agencies: OMD IndonesiaCountry: IndonesiaIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Social media, Television,Websites & micrositesBudget: 3 - 5 million
Executive summary
There is a saying about "Fighting like you have nothing to lose". This is the story of a brand fighting back and starting to win after it had lost almost everything.
Kecap ABC, Kraft Heinz's soy sauce brand in...