Racheal Lee
Jan 23, 2014

Creative agencies vie for Indomie and Pop Mie noodles

JAKARTA - Indofood, Indonesia’s largest food company, has called separate pitches for its flagship brands, Indomie instant noodles and Pop Mie cup noodles, according to industry sources.

Creative agencies vie for Indomie and Pop Mie noodles

The two pitches are now at the final presentation stage.

The agencies invited to pitch for Indomie were incumbent Lowe Indonesia, Leo Burnett and Ogilvy, with Leo Burnett and Lowe Indonesia subsequently shortlisted for the final round, sources said.

Lowe Indonesia has held the Indomie account since 2010, after a pitch that involved JWT and incumbent Matari. Indomie is the market leader for the category and has the country's highest ad spend within the food category.

Meanwhile, sources said Indofood has shortlisted three agencies, including incumbent JWT Indonesia, Leo Burnett and a local agency, for the Pop Mie brand.

JWT Indonesia scooped the creative duties for Pop Mie in 2010, after a four-way pitch against Saatchi & Saatchi, Lowe and incumbent TNT. The agency also takes care of the creative duties for Indofood's Chitato potato chip brand.

Indofood did not respond to Campaign Asia-Pacific’s request for comment in time for publication.

One of the world’s largest instant noodle producers, Indofood’s Noodles Division produces and markets noodle brands such as Supermi, Sarimi, Sakura and Mi Telur Cap 3 Ayam.

It recently moved its global media planning and buying duties from Mindshare to Havas Media Group’s Arena. Nielsen estimates Indofood’s annual media spend in 2013 could exceed US$180 million, making it one of the largest advertisers in Indonesia.

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