Cooking Up an Engaging Brand
Lezza is a Frozen Food brand under the umbrella of PT Rama Putra Djaya (a part of Unirama Group) that made its debut in 2017. Offering a diverse range of products, Lezza's lineup includes chicken nuggets, chicken pok pok, chicken popcorn, chicken katsu, and more. In addition to Lezza, PT Rama Putra Djaya also manages various other frozen food brands aimed at different target markets, such as Hanarose and NgeJoss.
Strong Positioning to
Solve Audience’s Problem
Lezza has been our client since 2020. As a new brand on the scene, Lezza came to us with a variety of challenges to address, including: lack of brand awareness in the community and limited understanding of Lezza's unique selling points compared to other brands. Despite these challenges, Lezza also faces the constraint of having a very limited digital promotion budget.
What we did is do some research to define its unique selling point that can match with audience’s problem. Turns out, we found that Lezza’s target market (moms) main problem is the confusion in deciding daily meal menus. Therefore, we also introduced an additional campaign, #KreasiLezza, where various Lezza products are transformed into a variety of dishes, providing inspiration for moms who often run out of ideas for meal choices.
The campaigns #LebihBerasaAyamnya and #KreasiLezza that we executed encompassed well-structured and targeted communication across social media platforms. This involved content creation on Lezza's account, social media advertisements, influencer campaigns, prize programs, and diverse captivating contests.
As our campaigns progressed, the demand and inquiries regarding Lezza's products continued to grow. In response, we developed dedicated content with #LezzaDisekitarmu to make it easier for the audience to locate Lezza's products.
The results of our campaigns series (executed on a very limited budget) were evident in the early months of 2023. Lezza's social media account followers successfully reached the 4th position among three major competitors: Fiesta, SoGood, and Kanzler. Additionally, the engagement rate ranked third, trailing only behind Kanzler and Champ.