The two-round pitch was contested by four other agencies – Lowe, DDB, Perwanal Saatchi & Saatchi and local shop Caberawit Pariwara.
The new campaign, slated for release in August, comprises TV, print and activation executions. Agus Sudrajat, Grey’s president director, said: “The product sells really well during the festive season. With Ramadan approaching, we will be using mostly activation work such as roadshows to get consumers to sample the product.”
ABC Heinz Indonesia was formed when saucemaker H.J. Heinz acquired local condiment maker ABC Central Food Industry in 1999.
