Kaya Medan
Kaya Medan
Kaya Medan
Kaya Medan
Client
Client
Client
Client
Morin
Morin
Morin
Morin
Year
Year
Year
Year
2025
2025
2025
2025
Launching Selai Kaya Khas Medan as a pioneer in the Indonesian market, Morin built a narrative of family warmth and a taste story that resonated with modern mothers.
Launching Selai Kaya Khas Medan as a pioneer in the Indonesian market, Morin built a narrative of family warmth and a taste story that resonated with modern mothers.
Launching Selai Kaya Khas Medan as a pioneer in the Indonesian market, Morin built a narrative of family warmth and a taste story that resonated with modern mothers.
Overview
Overview
Overview
Overview
Morin launched a campaign to introduce Selai Kaya Khas Medan, the first mass-produced kaya jam product in Indonesia. Morin's main goal is to become a market pioneer and reach a target audience of mothers with children who want to pass on the memories and warmth of Medan's unique flavors to the next generation.
Morin launched a campaign to introduce Selai Kaya Khas Medan, the first mass-produced kaya jam product in Indonesia. Morin's main goal is to become a market pioneer and reach a target audience of mothers with children who want to pass on the memories and warmth of Medan's unique flavors to the next generation.
Morin launched a campaign to introduce Selai Kaya Khas Medan, the first mass-produced kaya jam product in Indonesia. Morin's main goal is to become a market pioneer and reach a target audience of mothers with children who want to pass on the memories and warmth of Medan's unique flavors to the next generation.
Morin launched a campaign to introduce Selai Kaya Khas Medan, the first mass-produced kaya jam product in Indonesia. Morin's main goal is to become a market pioneer and reach a target audience of mothers with children who want to pass on the memories and warmth of Medan's unique flavors to the next generation.
Client
Client
Client
Client
Morin
Morin
Morin
Morin
Industry
Industry
Industry
Industry
Food & Beverage
Food & Beverage
Food & Beverage
Food & Beverage
Service
Service
Service
Service
Storytelling Concept
Storytelling Concept
Storytelling Concept
Storytelling Concept
Scriptwriting
Scriptwriting
Scriptwriting
Scriptwriting
Product Description
Product Description
Product Description
Product Description
Duration
Duration
Duration
Duration
6 Weeks
6 Weeks
6 Weeks
6 Weeks
The Challenge
The Challenge
The Challenge
The Challenge
The main challenge is to educate the market about the new product, a jam rich in the unique flavors of Medan, and to build an emotional connection with the target audience. We need to convince mothers that this product is not just an ordinary jam, but a bridge to create and pass on moments of togetherness and family traditions through taste experiences.
The main challenge is to educate the market about the new product, a jam rich in the unique flavors of Medan, and to build an emotional connection with the target audience. We need to convince mothers that this product is not just an ordinary jam, but a bridge to create and pass on moments of togetherness and family traditions through taste experiences.
The main challenge is to educate the market about the new product, a jam rich in the unique flavors of Medan, and to build an emotional connection with the target audience. We need to convince mothers that this product is not just an ordinary jam, but a bridge to create and pass on moments of togetherness and family traditions through taste experiences.
The main challenge is to educate the market about the new product, a jam rich in the unique flavors of Medan, and to build an emotional connection with the target audience. We need to convince mothers that this product is not just an ordinary jam, but a bridge to create and pass on moments of togetherness and family traditions through taste experiences.
The Solution
The Solution
The Solution
The Solution
We created a campaign focused on the concepts of ‘memories’ and ‘family warmth’, highlighting Selai Kaya Khas Medan as an ideal addition to family breakfasts or snacks. Using nostalgic and relatable copywriting, we developed content that resonated with mothers, positioning the product as a way to strengthen family bonds and pass down traditional flavors.
We created a campaign focused on the concepts of ‘memories’ and ‘family warmth’, highlighting Selai Kaya Khas Medan as an ideal addition to family breakfasts or snacks. Using nostalgic and relatable copywriting, we developed content that resonated with mothers, positioning the product as a way to strengthen family bonds and pass down traditional flavors.
We created a campaign focused on the concepts of ‘memories’ and ‘family warmth’, highlighting Selai Kaya Khas Medan as an ideal addition to family breakfasts or snacks. Using nostalgic and relatable copywriting, we developed content that resonated with mothers, positioning the product as a way to strengthen family bonds and pass down traditional flavors.
We created a campaign focused on the concepts of ‘memories’ and ‘family warmth’, highlighting Selai Kaya Khas Medan as an ideal addition to family breakfasts or snacks. Using nostalgic and relatable copywriting, we developed content that resonated with mothers, positioning the product as a way to strengthen family bonds and pass down traditional flavors.
The Result
The Result
The Result
The Result
This campaign successfully positioned Selai Kaya Khas Medan as a pioneer in categories and was well received by the target audience, especially mothers. The narrative of family warmth successfully created a strong emotional connection, boosted positive engagement and brand recognition, and reinforced Morin's position as a brand that understands family values and heritage flavors.
This campaign successfully positioned Selai Kaya Khas Medan as a pioneer in categories and was well received by the target audience, especially mothers. The narrative of family warmth successfully created a strong emotional connection, boosted positive engagement and brand recognition, and reinforced Morin's position as a brand that understands family values and heritage flavors.
This campaign successfully positioned Selai Kaya Khas Medan as a pioneer in categories and was well received by the target audience, especially mothers. The narrative of family warmth successfully created a strong emotional connection, boosted positive engagement and brand recognition, and reinforced Morin's position as a brand that understands family values and heritage flavors.
This campaign successfully positioned Selai Kaya Khas Medan as a pioneer in categories and was well received by the target audience, especially mothers. The narrative of family warmth successfully created a strong emotional connection, boosted positive engagement and brand recognition, and reinforced Morin's position as a brand that understands family values and heritage flavors.
PORTFOLIO
PORTFOLIO
PORTFOLIO
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CHECK OUT SOME MORE
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HAVE A PROJECT
HAVE A PROJECT
HAVE A PROJECT
HAVE A PROJECT
IN MIND ?
IN MIND ?
IN MIND ?
IN MIND ?