The Challenge:
Flimnoodle offers a healthier alternative to traditional noodles. Made from Konjac, it is low in calories and carbohydrates while being rich in fiber, catering well to those on low-carb or low-calorie diets. Flimty, the company behind Flimnoodle, wanted to promote its health advantages, aiming to position it as a better alternative to standard instant noodles. They wanted to highlight not just the health benefits, but also the enhanced taste and versatility in preparation compared to regular noodles. The main challenge for Flimty was changing people's usual choices. It was crucial to give customers a great brand experience by letting them taste Flimnoodle themselves, so they could see why it’s a better option.
The Solution
Knowing how crucial it was for customers to experience Flimnoodle's unique flavor firsthand, we implemented a trial and sampling program, which took the form of cooking demonstrations led by professional chefs at supermarkets where Flimnoodles were sold. To add more appeal, Flimty also engaged popular figures like former MasterChef Indonesia contestants Chef Willgoz and Chef Valerie. They used Flimnoodle in their live recipes, showcasing its versatility to home cooks and drawing a larger audience on-ground with their fame.
Additionally, we organized a Plating Contest led by Chef Attar where participants could creatively present the chefs’ dishes, adding an engaging and interactive element to the experience. Alongside these activities, we had trained Brand Promoters on-site. Their role was to educate shoppers about Flimnoodle's benefits, offer food samples, and encourage purchases through special promotions.
Our approach was backed by our previous operating data indicating that customers are more likely to make repeat purchases after an initial trial or purchase, making this step an important part of our strategy.
The Result
The Brand Experience campaign ran for over 5 days and were held in Jabodetabek supermarkets between November to December 2023, greatly increasing brand awareness amongst shoppers. 70% of respondents we surveyed gave positive feedback regarding the taste, texture and packaging of Flimnoodle. Additionally, we exceeded our goals in terms of the number of samplers and the sales that resulted from this event.
ShopComm Team Credits:
Operations Director: Ine Marasudin
Sales Group 3 General Manager: Erry Amarilla
Account Manager: M. Reza Mardiansyah
Head of Project: Gamma Auriwumania
Client Service: Ersada Siwalette
Project Manager: Bintang Yaji Antrakusuma
Project Officer: Tri Prihatiningsih
Head of Recruitment & Training: Heny Triana
About ShopComm
ShopComm help brands communicate with shoppers through in-store advertising, retail audiovisual, product demonstration, sampling and activation, merchandising, and loyalty marketing to create brand experience throughout the shopper’s journey. For more information about ShopComm, get in touch with us:
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