The Brief

Terasi is the key ingredient in a favorite Indonesian condiment, SAMBAL TERASI, with a pungent smell sure to arouse appetites. But making it the traditional way is hard work. Heinz ABC Sambal Terasi delivers homestyle flavour without the laborious preparation. Yet to many Indonesian cooks, homemade is still the best, and many remain unaware that a convenient alternative exists.

Creative Execution

Woodcut posters are the most authentic Indonesian grass-roots print medium— perfect to communicate the true home-style nature of the product. Plus we added the extra stopping power of real Sambal Terasi smell to complete our 100% Indonesian poster, The long-standing tagline translates as: 'makes food more appetizing.' We placed the poster in traditional markets selling the raw ingredients for sambal terasi and in local restaurants where patrons could experience the appetising aroma of the poster. To experience the authentic smell of Sambal Terasi, please sniff the original poster.

Describe the creative solution to the brief/objective.

Since smell is such a strong component of the product, we created a poster to deliver real sambal terasi aroma to arouse appetites and raise awareness of Heinz ABC Homestyle Sambal Terasi as the authentic alternative. The woodcut poster, handmade ink with the smell of real terasi and artisan techniques made it 100% authentic Indonesian.

Results

For a product previously only sold in modern trade, The ABC campaign entered a potentially much larger sales territory of traditional markets and restaurants.