Company: Indofood CBP Sukses Makmur Tbk PT
Brand Value: US$245 million
Year on Year Change: 27%
Category: Food and Dairy
Year Formed: 1968
Supermi is an instant noodle brand with a focus on families. Its communications tend to feature mothers as the heart of a family, offering comfort, warmth and delicious meals. This year, Supermi has been highly active on Facebook and Instagram, seeking to engage with consumers and excite them about meals that can be made with Supermi products. Its “SupernyaAkalIbu” (Super-Smart Mom) campaign celebrates the different ways that mothers can create great-tasting family meals. Over Ramadhan, the focus on mothers continued, but there was a social sharing element; the “SejutaAkalRamadhan” (One Million Ideas for Ramadhan) campaign urged moms to share their favorite recipes and inspire others via Facebook and Instagram. Videos about the campaigns were posted to the brand’s YouTube channel. Supermi is owned by Indofood, which also produces Indomie and Sarimi; Supermi is the mid-range option, all of which are certified halal.