Description
Our creative strategy is to build our target audience's confidence to serve pasta as an everyday dish. That's how "Pasta Bisa" was born. In Indonesian, "Pasta Bisa" means two things: You don't need to be an expert to cook pasta, and you can cook pasta with the available ingredients in your home, just like rice and noodles, the more familiar staple foods for Indonesians.
To communicate this message, we created an Instagram account because that's where our target audience finds food inspiration to cook daily. We posted hundreds of local dishes made with pasta, and just in three weeks, we got more than 30k organic followers.
We also utilized local communities that focused on sharing recipes on Instagram and asked them to create their version of local pasta and share it online.
We then tested our consumer confidence level by asking them to get creative with their version of local pasta and share it online using #pastabisa. The campaign generated more than 20,000 unique recipes.
The campaign journey, including the user-generated recipes, is available at www.pastabisa.com.
This professional campaign titled 'Pasta Bisa' was published in Indonesia in March, 2022. It was created for the brand: La Fonte, by ad agency: Popcult Group. This Integrated medium campaign is related to the Food industry and contains 2 media assets. It was submitted over 1 year ago by Arif Kurniawan of Popcult Group.
Credits
Executive Creative Director: Khairul Akbar
Creative Director: Fachrunnas
Creative Group Head: Hamdi Matussin
Art Director: Hensa Adriano
Strategist: Fabian Rahim
Digital Analyst : Vina Umara
KOL Manager: Riesa Christine
Account Manager: Syifa Maharani
Account Executive: Luthfi Fahreza
Copywriter: Syarif Hidayatullah
Graphic Designer: Ababil, Fatah, Ken
Content writer: Dani, Tasya
