Nutricia Indonesia Sejahtera’s ‘Grow them Great’ campaign wins in FMCG Awards 2021
The company utilises the use of the latest consumer insights to develop relevant and impactful campaigns that will make a positive difference to the Indonesian kids.
PT. Nutricia Indonesia Sejahtera (NIS) nabs the Campaign of the Year accolade in the recent FMCG Asia Awards 2021. The awards recognise the region's best fast-moving consumer goods (FMCG) companies that have shown exemplary performance and their most outstanding products and initiatives.
Bebelac, a growing up milk of Danone Specialized Nutrition, is the number one brand in the premium and super-premium growing up milk segment in Indonesia.
During the pandemic, the company saw the trend of consumers downgrading from a premium brand to a mainstream brand. Bebelac's premium price is seen as unjustifiable because of its generic proposition so the company strategised and deep-dived to see the brand in a new light to convince consumers why Bebelac is the better choice for their child’s development.
A key discovery used to underpin the new story came in the form of a scientific fact; 'The Gut-Brain Axis' emphasizing the gut and brain have direct nature connection, drive by gut microflora, hence, resulting in a close linkage between emotional and cognitive centers of the brain with digestion functions. Bebelac is formulated with complete nutrition that can serve as a good nutrition foundation for this.
With their campaign dubbed as “Grow Them Great,” the brand aims to educate mothers about the importance of having a good digestion system because gut-brain talk to each other and how this will then impact the cognitive, mood and behaviour of the child. We communicate this as “happy tummy, happy brain and happy heart.”
A study conducted by Bebelac showed that mothers aspire to raise their child to be meaningful for others through having the right values. Hence, the brand came up with a stronger proposition – to grow a great child who can spread kindness and happiness.
Aligned with the brand mission, grow them great to spread kindness and happiness, Bebelac has activated ”Kindness Campaign” to provide platform for mothers to instill the kindness value among the children and opportunity for the children to exercise the kindness value, all of these are possible due to the great nutrition foundation. Two acts have been activated with this campaign such as Terima Kasih Pahlawan Hebatku (Thank you My Great Hero) , where more than 1,600 kids sent their appreciation to healthcare providers who fight COVID 19 on the front lines and Anak Hebat Berbagi, a kindness act between children, helping more than 10,000 of underprivileged kids in Indonesia during Ramadhan.
Because of the company’s successful campaign, Bebelac became the fastest-growing brand in the premium/super premium segment in Indonesia with stronger equity and imageries.
Despite these achievements, Bebelac vowed that they will continue to nurture the value of goodness by providing the right stimulus and nutrition to grow Indonesia's kids great.