SUMBER SELERA: Thirty years of bakso, celebrated together.
Bakso Sapi Sumber Selera has been part of Indonesian family meals since 1989, when it started in Kebon Jeruk, Jakarta. For its 30th anniversary, the brand wanted more than a birthday party. It wanted to introduce a new look and bring people closer to the brand they already knew.
EGGHEAD Branding Agency planned and delivered the anniversary campaign end to end: a consumer promotion that lived in homes across Jabodetabek, and a celebration event that brought the brand face to face with its fans.
THE CHALLENGE
How do you make a 30-year-old brand feel new without losing the trust it has built?
Sumber Selera had run promotions before. This time it needed a campaign that would lift the brand itself, give its new identity a proper debut and turn a milestone into a reason for people to engage.
THE IDEA
We turned the anniversary into something families could take part in. A puzzle treasure hunt released sixteen fridge-magnet pieces across Jabodetabek over time, some rarer than others.
Completing the puzzle won prizes, and every piece kept Sumber Selera on the fridge door, every day of the campaign.
A CELEBRATION OF BAKSO
The anniversary event brought the brand story to life in a shopping mall atrium. A "dapur" booth in red and warm wood, with a traditional bakso cart, recalled where Sumber Selera began. A free bakso counter invited everyone to taste, and a live cooking stage showed chefs cooking with Sumber Selera bakso beside a timeline of the brand's thirty years.
The new identity ran through every touchpoint: in-store materials, packaging, website and Instagram, where the puzzle hunt lived on as its own story highlight.
THE RESULT
The anniversary became the launch pad for the new Sumber Selera. One identity reached consumers at home, in store and in person at the event, then carried on into the brand's packaging and digital channels.
CAMPAIGNS BUILT ON INSIGHT
At EGGHEAD Branding Agency, a campaign starts from what the brand needs to learn or prove. As a data-driven branding agency in Indonesia, we connect strategy, creative and on-ground execution, so every touchpoint works toward the same goal.
