Background

Indomie, part of the Indofood CBP Group, is Indonesia’s leading instant noodle brand and a global giant in the industry. To capture the premium noodle market, Indomie launched its Japanese-flavored Ramen series, combining gourmet taste with instant convenience. However, ramen is often perceived as a luxury dish, posing a challenge for Indomie to make it affordable and accessible to a broad audience. Our goal: resonate with young, trend-driven noodle lovers by offering an immersive, street-food-style experience with over 200 mini yatai food stalls across Indonesia, replicating the traditional Japanese street food scene.

Idea

Positioning Indomie Ramen as affordable yet premium required tapping into Indonesia’s love for street food, reminiscent of Japan’s popular yatai food stalls. Indomie introduced the first Indomie Yatai in Indonesia to cleverly bridge cultural and culinary experiences by bringing the vibrant essence of Japanese ramen stalls to Indonesian streets. By launching in major cities in Indonesia, the campaign aimed to offer a full cultural immersion, mixing online and offline events. This approach turned challenges into opportunities, creating deeper connections between the product and noodle lovers.

Execution

Indomie designed an exciting, multi-layered launch for its Ramen series:

1. Yatai Offline Experience: Nearly 200 mini food stalls, inspired by traditional Japanese yatai, brought the ramen experience directly to the streets.

2. E-Yatai Mobile Experience: The first-ever mobile yatai allowed users to engage in a fun, gamified challenge, recreating the real-life ramen preparation process.

3. Geolocation Targeting: Smart targeting connected users to the nearest yatai or directed them to e-commerce deals, ensuring a seamless experience. The campaign gained widespread attention from KOLs, influencers, and media outlets, creating a massive buzz across social media.

Result

The Indomie Ramen E-Yatai campaign was a phenomenal success, breaking benchmarks and becoming Indomie’s most engaging campaign in three years. It reached 3.7 million Indonesians, achieving a 4.6 times higher click-through rate on Glance, welcomed over 50,000 visitors to the yatai stalls, and generated over 2 billion IDR in media value. Within four months, Indomie became the market leader in the premium noodle segment, with growth exceeding 150%. By combining great food with an interactive and trend-setting experience, we helped Indomie redefine how Indonesians enjoy ramen.