Ajinomoto Group Indonesian affiliate shapes their corporate communications for relevance and resonance with their customers’ lifestyles during the pandemic

PT AJIMOTO INDONESIA (PTA) is shaping their corporate communications for relevance and resonance with their customers’ lifestyles during the pandemic. As in so many countries, many Indonesians are experiencing all kinds of stress as they try to get used to a largely stay-at-home lifestyle. PTA wants to offer a bit of comfort in the form of a series of new corporate messages that suggest how mealtimes can bring people together. Providing hints on ways of dealing with the new normal is one way PTA is contributing to Indonesian society.

First, a new COVID-19-themed movie about “Masako®” flavor seasonings went online in June 2020, with a theme of expressing gratitude to many Moms around the country who need to do so much more cooking while everyone’s at home. Moms always appreciate a thank you for their super-essential work, and count on the perfect combination of top quality meat, spices and seasonings in “Masako®” for a helping hand in the kitchen! Check it out here.

Next, in January 2021, PTA is airing a digital ad about cooking and sharing nutritious meals as a way to keep in touch with loved ones. One story features a mother receiving vegetables from delivery service and preparing delicious meals together with her child. Another features grandparents video chatting after sending a boxed meal and an encouraging note to a far-off loved one. Watch the digital ad below.

PTA's commercial video (90 seconds)

Finally, the new COVID-19 message “Keep in touch with delicious nutritious meals” is being presented on signboards at PTA facilities and used in Email signatures of all employees, spreading the encouraging message far and wide to both external and internal parties. The photos here show a few examples of the message roll-out.

The new COVID-19 message from PTA (“Keep in touch with delicious, nutritious meals” in English)

By connecting with consumers nationwide, PTA hopes to help everyone get a little more used to a new-normal lifestyle we all face in the long battle with COVID-19. Surely there couldn’t be a better time to make home-cooked mealtimes more fun and more of a meaningful family event! This new messaging is just one way PTA is contributing to Indonesian society.

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