This document outlines a marketing plan to promote the use of MSG in small amounts for street food vendors in Indonesia called "Abang Nasgor". It proposes using free stools labeled "ask for less msg" and encouraging customers to recommend vendors using less MSG. New MSG packaging will suggest appropriate amounts per portion. Celebrities will visit the most recommended vendors using less MSG to increase awareness. The plan aims to change negative perceptions of MSG and show that smaller amounts do not cause health issues.

1. Kurniawan Hatigoran-Faldi Dwi Wahyudi

2. 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

3. So, how do we sell
a product that already
has negative
impression?

4. 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

5. *hawker fried rice seller

6. 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!

7. *
*Less MSG Please

8. This is Indonesia 1#
Indonesians usually accept things as it is
without many complaints.

9. This is Indonesia 2#
Consumer sits on the bench/stool

10. *
*ask for less msg? sit here
Micinnya
Dikit Aja Bench
Helps Customer :
To realize the fact, that they have an option to
have less MSG on the food they order.
This stool will be given away to Abang Nasgor
for free.

11. Micinnya
Dikit Aja Stool
Helps “Abang Nasgor” :
To realize the fact that lots of his customer
wants to have less MSG on their food. *ask for less msg? sit here
This chair will be given away to Abang
Nasgor for free.

12. *less msg
Rubber Band
that stands for
Micin Dikit
Rassa’s packaging will be bundled
with Rassa “Micinnya Dikit” rubber
band as promo material.

13. 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 porsi
New Pack Design
4 porsi
Helps consumer to use the right
amount of MSG based on the food
portion.

14. 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
campaign
Activation
People can recommend the “Abang Nasgor” who
have used less MSG on their cooking.
The 20 most recommended “Abang Nasgor” will
receive a surprise from RASSA.

15. The Surprise:
The 20 most chosen “Abang Nasgor” all over
Jakarta, at the same time will be accompanied
by several celebrities and famous chef, during
their “jualan” time.

16. How To Make It Bigger
In the next campaign, we choose another “abang-abang”, such
as “Abang Soto”, “Abang Mie Ayam”, etc.

17. “Less is more”
-Ludwig Mies van der Rohe