Kecap ABC: First Press

Dhiren Amin, Rahul Chawra and Dilip Garga

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

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...

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