Campaign details

Brand: ABC Kecap Manis
Brand owner: Kraft Heinz Indonesia
Lead agency: VML Indonesia, Ogilvy Indonesia
Contributing agencies: OMD Indonesia, Starcom Indonesia
Country: Indonesia
Industries: Sauces, seasonings, condiments
Media channels: Content marketing, Events & experiential, Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Search marketing, Social media, Television
Budget: 5 - 10 million

Executive summary

January 2016 – a terrible nightmare. Soy sauce brand Kecap ABC experienced its 10th consecutive year of sales and share decline (52% in 2005 to 23% in 2015; Source: Nielsen Value MS); while Unilever's Bango grew to 50% share in the same period.

December 2017 – we had sowed the seeds for an enviable turnaround. Kecap ABC clocked a 30% YTD net sales growth, brand penetration grew 1,050 bps and market share crossed 20% for the first time in 24 months.