HEINZ ABC - TANTANGAN SAMBAL ABC

  • Taking The Challenge Digital

“Tantangan Sambal ABC is game that challenged people to try Sambal ABC with all kinds of food.

For it to be convincing, it needed to be 100% real. No actors. No fabricated communication. The results of the game needed to be the mode of convincing people to expand their repertoire of dishes.

For it to be convincing, it needed to be 100% real. No actors. No fabricated communication.

The game had two seasons hosted by Chef Bara – one of Indonesia’s top chefs. Season 1 was about recruiting participants into the game. Chef Bara travelled across the country in a food truck, gate-crashing college canteens, food courts and even restaurants where he challenged over 7500 Indonesians with fun food games involving 100 new Sambal ABC combos. We filmed these games and experiments and created content for TV, digital, radio and print – carefully promoting the challenge and not the product.

  • A Fully Integrated Experiential Campaign