-
SUB CATEGORY :
USE OF SOCIAL
-
ENTRANT COMPANY :
VML INDONESIA, JAKARTA
-
TITLE :
SASA FOOD FEUD
-
BRAND :
SASA SANTAN
-
ADVERTISER :
SASA INTI
-
AGENCY :
VML, JAKARTA
-
CHIEF STRATEGY OFFICER :
ADAM THURLAND
-
CHIEF EXECUTIVE OFFICER :
SAMIR GUPTE
-
GLOBAL CHIEF CREATIVE OFFICER INNOVATION :
BAS KORSTEN
-
GLOBAL CHIEF CREATIVE OFFICER :
DEBBIE VANDEVEN
-
DEPUTY GLOBAL CHIEF CREATIVE OFFICER :
RAFAEL PITANGUY
-
CHIEF CREATIVE OFFICER APAC :
PAUL NAGY
-
EXECUTIVE CREATIVE DIRECTOR :
MARK VERHAGEN/MEHDI LAMLOUM
-
ASSOCIATE CREATIVE DIRECTOR :
HAMDI MATUSSIN
-
SENIOR ART DIRECTOR :
LUTFI LUKMAN AGUS SETIAWAN
-
ART DIRECTOR :
CHERLITA CHRISTANTI/MARK VERHAGEN/MEHDI LAMLOUM
-
SENIOR COPYWRITER :
SYARIF HIDAYATULLAH
-
COPYWRITER :
NANDA VERNANSYAH/MARK VERHAGEN/MEHDI LAMLOUM
-
AGENCY PRODUCER :
RACHMADI INDIAWAN/BUDI MULYANTO
-
PROJECT MANAGER :
MONIQUE F
-
SENIOR GRAPHIC DESIGNER :
ANGGI PRANILY
-
GRAPHIC DESIGNER :
FARIZ ARYMI
-
ANIMATOR SPECIAL EFFECTS :
ALOYCIUS YOHANES
-
HEAD OF OPERATIONS :
KANYALIA F
-
CLIENT SERVICE DIRECTOR :
PRANAB KUMAR
-
GROUP ACCOUNT DIRECTOR :
RENDY OCTOVIN
-
SENIOR ACCOUNT MANAGER :
KHUSHBU SAMTANI
-
SENIOR ACCOUNT EXECUTIVE :
CARMELIA DARMA
-
STRATEGY DIRECTOR :
MARCO MAMENGKO
-
ASSOCIATE STRATEGY DIRECTOR :
MICHAEL PURNAMA
-
SENIOR STRATEGIST :
KHAIRA CHANDRA/VERENCIA RAMLI
-
SOCIAL MEDIA & CONTENT DIRECTOR :
FINKA A
-
SOCIAL MEDIA MANAGER :
VIRGINA N
-
POST-PRODUCTION COMPANY :
OMNI FILMS, JAKARTA
-
SOUND PRODUCTION COMPANY :
BLUE MAGIC AUDIOPOST, JAKARTA
-
CAMPAIGN SUMMARY :
Coconut milk, known locally as santan, is a staple ingredient in Indonesian cuisine which has fallen out of favour with Gen Z. They think santan is hard to innovate with, and limited to only traditional dishes. This misconception was a threat to Sasa Santan, a challenger santan brand, and needed to reverse Gen Z’s view of coconut milk… without losing the appeal of the older generation.
Since Indonesians have a knack for arguing over the most trivial things, Sasa Santan thought what better way to bring these 2 generations together, than by igniting a culinary debate for the ages!
We sparked conversation on social media by stirring the pot between 2 of Indonesia’s most renowned Siscas from different generations – culinary legend Sisca Soewitomo and TikTok megastar Sisca Kohl – through the introduction of the most diabolical santan dish ever concocted: Gulai lobster matcha cheese!
As expected, the online food feud ignited the spiciest online debate overnight, causing a clash between both generations, only for Sasa Santan to enter the fold and bring both generations together through the shared love of coconut milk.
Through this perfectly orchestrated creator-led stunt, Sasa Santan successfully introduced fresh cooking ideas loved by generations young and old, while positioning Sasa Santan as the versatile coconut milk brand for any recipe!
-
CREATIVITY/IDEA/INSIGHT :
Indonesians have a knack for arguing over the most trivial things, especially between the younger and older generations. They never see eye to eye. Their disputes are just as prominent when it comes to cooking! The older generation wants to preserve traditional dishes, while Gen Z are always coming up with new experimental ones… to the dismay of the older generation.
-
STRATEGY :
Indonesia is a hotbed of influential creators, especially in the realm of food, with massive following in the millions and engagement rates that are through the roof. That’s when we decided to bring the most prominent food-fluencers together (who happen to have the same name!)
Representing the new school is Sisca Kohl, TikTok megastar known for her peculiar yet bougie cooking videos combining the most unthinkable foods and ingredients.
Representing the old school is Sisca Soewitomo, the mother of traditional cuisine and the “Martha Stewart of Indonesia”.
Through these 2 iconic Siscas, Sasa Santan ignited a culinary debate for the ages.
-
EXECUTION :
To get under Sisca Soewitomo’s skin, we got Sisca Kohl to cook up the most controversial santan dish ever concocted in true Sisca Kohl fashion… Gulai lobster matcha cheese!
As expected, the online food feud ignited the spiciest online debate overnight, causing a clash between both generations and forcing people to pick sides. The conflict even made news headlines!
When the debate reached boiling point, that’s when Sasa Santan served the “main course” in the form of a TV commercial that chronicled the real-life debate that ensued, revealing how the whole thing was a setup from start to finish.
To top it off, both Siscas followed up their stunt by introducing a wide selection of weirdly wonderful santan dishes using Sasa Santan.
-
RESULT :
As a result, we managed to convince Gen Z that coconut milk is not only easy to innovate with but also a lot of fun to cook with, thanks to Sisca Kohl. We also managed to open the eyes of the older generation to newer ways of cooking without being too stuck in their traditional ways, thanks to Sisca Soewitomo.
This perfectly orchestrated creator-led food feud between 2 of Indonesia’s most iconic Siscas led to impressive numbers garnered for the brand and the business, with a whopping 168% increase in sales and over 40% in market value share. The “conflict” earned over 41 million in social impressions, with over 32 million in total engagement.
Sasa Santan successfully got coconut milk trending, by doing what both generations do best… Stirring up a conflict.
-
URL 1 :
-
URL 2 :
-
URL 3 :
