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.
Building Breakfast, Lunchbox and Baking Occasions From Scratch
A European spread entering a market with no established way of eating it cannot lean on category habit the way an incumbent can — there is no existing occasion to remind people of, so one has to be shown. That is why the brief here was built around specific moments (breakfast, lunchboxes, baking) rather than a single hero shot of the product: each occasion gives a different reason to try it, and food and family creators were chosen for their ability to show those moments credibly in their own kitchens rather than a studio setting.
What 861K Reach at a 3.6% Engagement Rate Shows in a New Region
75 pieces of content reaching 861,048 people at a 3.6% engagement rate describes how many people in the Asia-Pacific region saw the product used and how many reacted — not how many started buying it. For a brand with no prior presence in the region, an engagement rate above a passive scroll-past is a sign the occasion-led approach gave people a reason to stop, which is the first step before a new-market audience can form a buying habit at all.
