THE OVERNIGHT DESTRUCTION OF A $150M CATEGORY

The Indonesian Canned Fish category was growing at 8% driven largely by the market-leader ABC Sardines at 55%+ Market Share.

Then Mar 22nd, 2018 happened: where the Canned Fish Association of Indonesia released a press article, banning 27 brands from selling mackerel, citing presence of worms. Banning mackerel, not sardines.

PERCEPTION TRUMPS REALITY

The press didn’t distinguish between sardines and mackerel. To them, it was all Canned Fish. And as market leader, ABC Sardines became the poster child of the “worms” issue. Overnight, sales dropped to 1/3rd of their monthly value and penetration halved.

While in reality ABC Sardines was completely safe, the perception was that Canned Fish = ABC Sardines = Unsafe.

Brand Challenge

1. Convince Indonesia swiftly that ABC Sardines was completely safe

2. Get back lapsed users

KPIs

1. Drive safety perception

2. Increase Penetration and Sales.

SECURING “SAFETY” THROUGH AGILITY

One week after the crisis, ABC Sarden had a strong response to reassure consumers that it was ‘completely safe’ for their kids. This started by opening the factory for inspection to governmental bodies, journalists and concerned consumers - showcasing its stringent check and hygienic processes.

These efforts did quell the safety concerns around the brand. However, we still had to win back those mothers who had shifted to other sources of protein.

SHIFTING THE CONVERSATION FROM SAFETY TO INTELLIGENCE

We discovered that PISA (Programme of International Student Assessment) ranked Indonesian kids 62 out of 70 nationalities in their ability of apply educational skills in daily life. This was a fertile opportunity for ABC Sardines who’s key benefit was around “intelligence”.

CERDEKAN INDONESIA (MAKE INDONESIAN KIDS SMARTER)

This idea set ABC Sardines on a mission – building real initiatives to sharpen the intelligence of Indonesian kids.

Our recovery & regrowth was based on two aspects:

BUSTING THE MYTH AROUND ABC SARDINES

ABC Sardines went after the core concern of Indonesian mothers – ‘is it safe for my child?’ The strategy was ‘Don’t Say It, Show It’. The factory was opened-up for the world to see how the product went through 6 rigorous checks and double-heating which ensures that it is safe for kids. Press, influencers and parents saw it and endorsed the truth from the factory floor.

REBUILDING THE BRAND CONNECTION

Research showed Indonesian kids lagged behind most kids in their ability of apply their educational skills & understanding in daily life. ABC Sardines with brain development nutrition like Omega 3&6 had a clear role. This defined a higher mission - Cerdaskan Indonesia (Make Indonesian kids smarter) an effort to enhance learning in schools across Indonesia and make a difference through contemporary syllabus & nutritional intake.

ABC SARDINES IS SO SAFE, THAT YOUR CAN FEED YOUR CHILD

We took a celebrity family into the factory to see the hygenic production process. Being convinced about the product’s safety, the mother chose to feed her child with ABC Sardines. This was followed-up with influencers and press-led-connections to answer concerned mothers.

ABC CANNED FISH – CERDESKAN INDONESIA (MAKE INDONESIAN KIDS SMARTEST IN THE WORLD)

To further the mission, ABC Sardines partnered with Ministry of Education and Indonesia Mengajar (an Educational NGO) to build a school outreach program that worked with kids as well as parents.

A Brainy Squad – three incredibly smart Indonesian kid ambassadors and the Brainy Book - effective ways to remember and practice what kids learnt; were created.

The program also coached kids on the importance of eating right and parents on the right nutrition for brain development while providing free samples of ABC Sardines.