Y&R Indonesia picks up four Mayora Group brands from its wafer and chocolate, biscuit, candy and instant noodle business unit

Mayora Group, one of Indonesia’s largest and most recognized FMCG companies, has awarded Y&R Indonesia four major brands from its Wafer & Chocolate, Biscuit, Candy and Instant Noodle business unit: chocolate wafer snack Beng Beng, instant noodles Bakmie Mewah Rasa, coffee candy Kopiko, and another as yet unnamed brand. Each was won in an individual competitive pitch.

Y&R Indonesia will develop a 360-degree campaign, TVCs, print ads, radio spots, sampling plans and school activations to revitalise Beng Beng for young adults and will launch Bakmie Mewah, a new product set to make waves in its category.

“Y&R was chosen as our partner due to their local consumer insight and the way they positioned us within our competitive set,” said Mayora Group Marketing Director Vieno Monintja. “This led to fresh, fun ideas to re-invigorate our existing brands – and launch our new one.”

Beng Beng is one of the oldest chocolate wafer brands in the country and still reigns as the market leader today. The brand created the famous saying ‘asyik berat’ (‘cool awesome’). The Mayora Group as a whole champions innovation, and Bakmie Mewah is one of their latest. Not only do their noodles stand out in texture and taste, but they’re made with a new technology that keeps the chicken chunks and mushroom toppings fresh. This means Bakmie Mewah tastes more like luxurious, restaurant-made noodles than its instant counterparts. Kopiko is a regional favourite and a much loved ‘pick me up’ for millions of people daily.

“To win four brands from a company such as Mayora is a credit to our teams,” said Matthew Collier, CEO, Y&R Indonesia. “We pushed the boundaries with our thinking and creativity, and this set our work apart from the competition in the pitch. What’s more, it’s great to work with nice people and the Mayora folks are definitely that!”