Royco: Cooking Up a Storm

Vidya Candra Apriawan

Soup stock and seasoning brand Royco cooked up an online-first campaign to boost consumption in locked-down Indonesian homes.

Campaign details

Brand: RoycoBrand owner: UnileverEntrant company: Unilever - IndonesiaIdea creation: Mindshare JakartaMarket: AsiaSector: FoodMedia channels: Websites & microsites, Word of mouth, Influencers, KOLs, Mobile & apps, Search marketing, Social media Budget: Up to 500k

Executive summary

The COVID pandemic brought about many visible changes in Indonesia, but it also introduced an inconspicuous undercurrent into the role of mothers. With the family being at home, two things happened: food consumption moments at home increased, increasing pressure on mothers to cook healthy meals. Uncertainty around financial health...

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