ABC Soy: The failed cooking project

Kraft Heinz soy sauce brand ABC leveraged its multi-year #SuamiIstriMasak (#Husbands&WivesCook) campaign to grow brand power, sales and share in Indonesia.

Campaign details

Brand: Kraft Heinz ABCAgency: Leo Burnett IndonesiaRegion: APAC

Strategy

Objective

ABC was historically the leading soy sauce brand in Indonesia. However, Bango climbed to leadership between 2005-2015 on the back of its 'Mallika' ingredient story and the marketing lethargy of Kecap ABC. In 2022, ABC faced declining penetration, stagnant share, and softening brand power. That said, 3 objectives are set out:

  • Objective 1: Steal 1% share from Bango (from 19.7% to 20.7%)
  • Objective 2: Grow NSV by 4.2%
  • Objective 3: Drive higher Brand Power by owning top MWA: Helps me get appreciation for...

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