Royco: UMB Rural

Royco, a soup stock brand, increased market share and brand engagement by creating an SMS campaign that sent recipes to mothers in rural Indonesia.

Campaign details

Brand: Unilever/RoycoLead agency: Mindshare IndonesiaRegion: APAC

Objectives

Reaching mothers outside Jakarta and urban cities has always been a challenge for Royco, an established soup stock brand in Indonesia. Its key competitor leads in distribution, value share, and consumption in West and East Java.

Research shows that mothers are always looking for recipe inspiration. While Royco had an application and a mobile site where recipes could be read and downloaded, this was not accessible for mothers living in East and West Java with only 10% internet penetration. They were primarily watching TV and owned...

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