Is Your Cheese Real?
Background:
In 2020, KRAFT Cheddar began losing market share to its biggest competitor, Prochiz, driven by Prochiz’s lower price and increased price sensitivity during the COVID pandemic.
Insight:
However, that lower price comes at a cost, Prochiz is mostly made of water and starch, as shown on its label. In contrast, KRAFT is made with real cheese.
Execution:
To respond, we launched a nationwide campaign urging moms to check labels and choose real cheese over imitations.
Client
KRAFT
Scope of Work
Integrated Campaign
Case Study
TVC
We launched a dramatic, soap-opera-style TVC that feels instantly familiar and relatable to Indonesian moms.
Digital Video
We teamed up with Indonesia’s beloved celebrity, Bunga Citra Lestari, to remind moms to always check the label before buying cheese.
Creative Director: Felicia Hutabarat
Creative Group Head: Nove Dwiyuwono
Art Director: Ronny Jiero
Copywriter: Helena Rinthasari
Agency: Ogilvy Jakarta