Developing a rural growth strategy for cooking aids

  • Our client is a leading cooking aid brand in Indonesia and wanted to develop a strategy to grow through penetration in rural Indonesia

    To gain a rich understanding of culinary practices and preferences, we asked women in Central Java and Sumatera to wear go-pros every time they cooked for a week, and then spent several days in their villages to understand their everyday lives and context

    We brought our findings to life vividly through a film and identified a clear opportunity for the brand to play a role in people’s menus along with key dishes to target. Our recommendations are now informing the brand’s rural strategy including communications and the wider marketing mix.