Indomie Kenya · FMCG / Food · 2023
Two new combos became comrades' favourites across multiple universities
We launched two campus-born food combinations — IndoWrap and Githeri Rasta — through digital amplification and on-ground mobilisation in student residential areas.
- New combos launched
- 2
- University rollout
- Multi-campus
- Integrated launch
- Online + ground
The challenge
Indomie is already a campus staple. The task was to give students a fresh reason to choose it — and to talk about it.
The insight
Students already hack their meals. Giving those hacks a name and an identity — IndoWrap (Indomie + chapati) and Githeri Rasta (Indomie + githeri) — turns a habit into culture.
What we did
- 01Named and branded two student-native combinations.
- 02Mobilised activations in student residential areas around campuses.
- 03Amplified the combos through digital and creator content.
The result
IndoWrap and Githeri Rasta became favourites among comrades across multiple Kenyan universities, extending Indomie's role in campus life.
Get results like this
The offers behind this work.
Launch Sprint
Strategy, content and field teams — one accountable team, one launch.
Scoped to your goals
6–8 weeks
Campus Programmes
Access to Kenya's universities — events, ambassadors and the campus calendar.
Scoped to your goals
Per semester
Creator & Influencer Campaigns
The right voices for your audience — briefed, contracted and measured.
Scoped to your goals
Per campaign · typically 3–6 weeks
The receipts
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