Kraft Heinz Indonesia builds brand awareness by tapping into young business owners

Kraft Heinz Indonesia has partnered with the online platform, detikcom to launch its first "Food Service" campaign, targetting young "foodpreneurs". The campaign ran from August to December 2021. According to Kraft Heinz, the partnership was to enable the brand to establish awareness towards its younger consumers, especially young "foodpreneurs". 

When the pandemic hit, many people fell victim to job losses and were forced to survive with their current skillset. Furthermore, with the lockdown restrictions in place, many people picked up new culinary skills. In fact, some even viewed this as a new business idea. A spokesperson from Kraft Heinz Indonesia told MARKETING-INTERACTIVE that the brand saw this as an opportunity to marry the brand legacy of day-to-day consumption to something which can help elevate young "foodpreneurs" to grow their culinary skill. With this campaign, the brand added that it aimed to drum up awareness with younger business owners and position itself as a go-to partner. 

The campaign was done with Carat agency and ran in three phases digitally. Firstly, the brand sought to capture the attention and imagination of its audiences with articles, banners, and video trailers across detikcom and Facebook to get people to register. Next, was the launch of webinars on detikcom. Hosted by Rian throughout, the webinars were initially closed to those who signed up to create a sense of exclusivity and insider knowledge, before opening the culinary advice to the wider public.

To deepen the relationship with the Detik audience, Kraft Heinz Indonesia selected the top 10 participants to be given special training from an expert chef, alongside marketing and digital professionals. Lastly, the brand took this campaign to a broader audience by promoting videos across digital platforms. When asked about the ROI the brand hoped to achieve from the campaign, the company's spokesperson said that it aimed to get potential business leads for growth. 

Separately in July last year, Kraft Heinz Indonesia appointed Publicis Groupe to handle its creative duties following a rigorous and multi-stage process. According to the brand, Publicis Groupe demonstrated its understanding of the Indonesian consumer and strong strategic skills. The team also demonstrated its enthusiasm and commitment towards this partnership, the spokesperson said.

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