+Wijaya Panjalumurti+ Raden Astra

Matari Advertising------------------------------------------------------------------------

OUR PRODUCT

A new MSG product that have good quality and cheaper price.

WHAT IS OUR OBJECTIVE?Introduce Rassa to the indonesian as

a part of their cooking recipe.

WHO ARE WE TALKING TO?Female, 20-35 yo, urban, love to cook,

modern & love new things.

WHAT IS OUR PROBLEM?

Young Indonesians prefer to eat fast food rather than Indonesian cuisine.

Ajinomoto, Sasa & other competitors, that already have a long history in Indonesian cuisine.

WHO ARE OUR COMPETITORS?

ChallengeHow Rassa can become a part of Indonesian cuisine.

And remind people about their unique Indonesian cuisine.

Every people want to be good at cooking.And they have their own unique recipe.

Insight

Inspire and give them a chance to help preserve and enrich the Indonesian cuisine.

SOLUTION

A creative culinary project to preserve & enrich the Indonesian cuisine, by the hands of the nation.

The campaign will be simple.

Imagine... An indonesian cuisine bound with your name.

Nasi Goreng Rassa Slamet.

Now you have stronger bond with the cuisine.Now you already help to enrich Indonesian cuisine.

Invitation phaseAmbientPrint-ads

Social media Promo

Radio

And other famous local radio

Main phase

Homepage Gallery Page

Kitchen Nation. THE WEBSITE

A website with Facebook & twitter login,where people gather & share their recipes.

Kitchen Nation. FESTIVAL OF RASSA

A festival of new recipes that has been submited and collected on our website.

How to make it even bigger?

Post-Campaign

To strengthen the bond between the campaign and the people. We will create a book that contain all the new recipes.

Kitchen Nation. BOOK OF RASSA

We will preserve & enrich Indonesian cuisine made by the Indonesians. While Rassa has been become part of it.

Result