We are facing some problem here...Indonesians think having MSG on their food is not healthy but actually, there won’t be any problem if you use MSG in the right amount
So, how do we sella product that already has negative impression?
the facts are... The most common user of MSG is “Abang Nasgor*”.Unfortunately, they aren’t aware about the right amount of MSG usage. They think, more MSG is more delicious. *hawker fried rice seller
and now whats the plan? Through Abang Nasgor, we introduce RASSA as a“good MSG”. By communicating that the right amount of MSG won’t cause any problem. Right Amount = Less MSG Buat sepiring cuma butuh 1/10 sdt micin loh, Bang. Gak perlu banyak-banyak kalee!
This is Indonesia 1#Indonesians usually accept things as it is without many complaints.
This is Indonesia 2#Consumer sits on the bench/stool
* *ask for less msg? sit hereMicinnyaDikit Aja BenchHelps Customer :To realize the fact, that they have an option tohave less MSG on the food they order.This stool will be given away to Abang Nasgorfor free.
MicinnyaDikit Aja StoolHelps “Abang Nasgor” :To realize the fact that lots of his customerwants to have less MSG on their food. *ask for less msg? sit hereThis chair will be given away to AbangNasgor for free.
*less msgRubber Bandthat stands forMicin DikitRassa’s packaging will be bundledwith Rassa “Micinnya Dikit” rubberband as promo material.
SEASONI NG 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 1 porsi 4 porsi 4 porsi 2 porsi 6 porsi 6 porsiNew Pack Design 4 porsiHelps consumer to use the rightamount of MSG based on the foodportion.
Lannymurdiana Lanny Murdiana @Rassa abang nasgor kaki lima di daerah ku enak banget, micinnya dikit pula. Salut buat #Abang Japri 1 hour ago micinnya dikit aja campaignActivationPeople can recommend the “Abang Nasgor” whohave used less MSG on their cooking.The 20 most recommended “Abang Nasgor” willreceive a surprise from RASSA.
The Surprise:The 20 most chosen “Abang Nasgor” all overJakarta, at the same time will be accompaniedby several celebrities and famous chef, duringtheir “jualan” time.
How To Make It BiggerIn the next campaign, we choose another “abang-abang”, such as “Abang Soto”, “Abang Mie Ayam”, etc.