Summary
Pasta sat in the special-occasion drawer of the Indonesian kitchen. We moved it to everyday, by getting moms to cook it their way and show each other it belongs in a normal week.
Year
2018
Role
Strategic Planner / Creative Director
Discipline
Integrated Campaign
Services
Campaign Strategy / Social Activation / Content System
Case study film
Brand’s challenge
In an Indonesian kitchen, pasta sat in the wrong mental drawer. Not everyday food like rice or noodles, but a special-occasion dish, expensive, a little unfamiliar to cook on a normal weeknight. That category is the real ceiling, because a mom doesn’t buy weekly what her head files under “once in a while.” Our job was to move pasta from the special-occasion shelf in her mind to the everyday one.
The idea
People cook what they can picture themselves cooking. So instead of teaching moms about pasta, we gave them permission to make it their own: “Pasta Bisa,” pasta you can cook with the same everyday ingredients you already trust. Then we handed the campaign to them. Indonesian moms posted their own local pasta recipes on Instagram, with food communities and influencers making it feel normal. Every post was one more mom showing another that pasta belongs in a regular week, not just a special one.
Campaign Strategy / Social Activation / Content System
The execution
01
Social Recipe Movement
We invited Indonesian moms to create and post their own local pasta recipes, so the audience became the engine of the idea, not the audience for it.
03
Community Content System
The recipe posts grew into a living library that made the product feel less intimidating and more like something you would actually cook at home.
02
Influencer Seeding
Food communities and creators modelled how pasta could feel familiar and practical, close to everyday Indonesian cooking rather than foreign to it.
04
Campaign Invitation Films
Invitation films widened the reach and kept the #pastabisa momentum moving across social.
The impact
38% sales uplift
Shift the mental category and the buying rhythm shifts with it. #pastabisa drew over 22,000 unique recipe posts, sales rose 38%, and moms went from buying pasta once every two months to once every five weeks. Social interactions passed 29 million.
Sales Uplift
38%
Unique Recipe Posts
22,000+
Social Engagement
29M+
Purchase Frequency
Every 5 weeks
Previous Frequency
Every 2 months
Recognition
Silver Winner, Social Media Marketing
MMA Smarties / 2022