The Challenge
Kruger Asia-Pacific distributes Penotti spreads across the Asia-Pacific region. A European spread brand entering Asia-Pacific has no established usage occasion in the market. The campaign had to show people how the product fits into everyday eating, not just that it exists.
Our Approach
We built the campaign around usage occasions rather than brand awareness.
- 75 pieces of content were produced across food and family creators
- Briefs focused on specific occasions — breakfast, lunchboxes, baking — to build familiarity with how the product is used
- Creators were selected for relevance to household grocery buying
- Content was approved against brand guidelines before going live
Showing the occasion rather than the product gave a new-market audience a reason to buy.
The Results
75 pieces of content reached an audience of 861,048 at a 3.6% engagement rate.
