About AlloFresh
Indonesia’s online grocery market grew by 20% in 2024, reaching nearly USD 4 billion, driven by urbanization, digital access, and changing household routines. Amongst the core online grocery apps available in the country is AlloFresh, a leading Indonesian online grocery app offering a vast selection of products, including fresh produce, household essentials, and personal care items. With a commitment to quality and convenience, AlloFresh delivers directly to customers’ doorsteps, ensuring a seamless shopping experience for modern households across Indonesia.
AlloFresh wanted to be a top-of-mind choice for online grocery shopping in Indonesia with increased brand awareness. To do so, the brand needed to deepen its emotional connection with Indonesian households by emphasizing its core promises: convenience, affordability, and a complete product offering. Thus, to broaden market penetration, the campaign aimed to drive meaningful growth in monthly transacting users by encouraging both trial and habitual usage of the platform.
Despite strong market growth, AlloFresh faced intense competition. The challenge was to differentiate AlloFresh through meaningful brand connection and trust-building with a target audience overwhelmed by choices.
Putting Indonesian moms at the heart of the campaign
In a highly competitive market with shifting consumer loyalty, AlloFresh recognized the need for a focused approach to build genuine brand affinity.
The brand decided to focus on Indonesian mothers, who play a pivotal role as primary grocery decision-makers, managing household needs and budgets with limited availability and time to browse through multiple platforms.
Facing rising costs and numerous platform options, these mothers sought solutions that simplified their daily routines without compromising value or trust. By centering the campaign on their unique challenges and priorities, AlloFresh aimed to create a message that resonated deeply and authentically.
Introducing S3 Belanja
Building on the deep understanding of Indonesian moms’ needs, AlloFresh launched the S3 Belanja campaign. Centered on three clear promises:
The campaign was designed to communicate the ease of grocery shopping with AlloFresh as a more affordable and comprehensive choice. This simple but powerful message formed the backbone of the campaign, offering a relatable solution for busy families juggling multiple priorities.
Bringing the Campaign to Life with Content Creator and Mom, Tasya Kamila
To bring S3 Belanja’s message to life, AlloFresh partnered with Tasya Kamila, a beloved Indonesian mom and content creator known for her genuine, down-to-earth storytelling. Tasya’s authentic connection with everyday family life made the brand feel approachable and trustworthy, perfectly reflecting the campaign’s focus on real household challenges.
Interestingly, “S3” is also the Indonesian term for a PhD, and with Tasya’s strong academic background, she symbolized the smart, thoughtful decision-making moms bring to everyday life, adding a clever cultural nod to the campaign.
Through personal stories and relatable moments, Tasya showcased how AlloFresh simplifies shopping for busy moms. The bright, friendly visuals and her honest voice helped the campaign cut through the noise online, encouraging engagement and building lasting trust. Rather than focusing solely on promotions or speed, this approach created an emotional connection that resonated deeply with the audience.
The media strategy was designed to build awareness, deliver clarity around the new promise, and ensure long-term brand recall.
We implemented a phased, three-month rollout:
Throughout all three phases, our approach was rooted in reaching families where they naturally spent time online, blending paid ads with authentic creator-led storytelling to drive both scale and resonance.
To maximize impact, we deployed a channel mix that balanced reach, targeting precision, and platform relevance:
Together, this strategic mix ensured AlloFresh reached Indonesian families consistently across platforms they actively use, from mobile feeds to living room TVs, delivering clear, benefit-led messaging tailored to their daily routines and purchase behaviors.
The S3 Belanja campaign delivered strong, measurable results across brand health and business performance.
Brand Lift Studies across major platforms showed a significant uptick in awareness and consideration, with brand-side tracking confirming up to a 13% increase in overall awareness, including Top-of-Mind (TOM) and Spontaneous Awareness.
Most importantly, the campaign drove business outcomes. First-time transaction volumes doubled in the first month after launch, signaling clear traction among new users. Customer acquisition cost (CAC) improved by 40% over the campaign period, with October recording the lowest CAC in AlloFresh’s history.
Together, these results validated the campaign’s ability to drive both meaningful brand connection and bottom-line performance in a highly competitive market.
In a saturated market where convenience alone was no longer a differentiator, AlloFresh chose to lead with empathy, simplicity, and relevance. By placing Indonesian moms, the true household decision-makers, at the center of the strategy, the S3 Belanja campaign reintroduced the brand with purpose and personality.
More than a marketing message, Simpel, Semurah Itu, Selengkap Itu became a brand promise that resonated deeply with families seeking value without compromise. Backed by a smart media strategy and a relatable voice in Tasya Kamila, AlloFresh strengthened its brand equity and saw a tangible business growth, proving that when you speak to the right people with the right message, results follow.
“With S3 Belanja, our goal was to make AlloFresh feel like the natural choice for Indonesian moms. The challenge was to build trust and present AlloFresh as a comprehensive and reliable choice for grocery shopping. We leaned on the right mix of platforms and Tasya’s authentic voice to deliver a message that felt relatable and not forced. The fact that we doubled first-time transactions and drove down CAC to record lows showed us how combining the right messaging and the right media strategy can drive results.”
“We’ve been working with M+C Saatchi Performance for about a year now, and they’ve consistently delivered great results for us, helping us achieve significant improvement in our volumes and customer acquisition costs, exceeding our previous benchmarks. Their strong support in building the technical foundations and fundamental strategies in app performance marketing has been a key strength. This proactive approach of the team and their deep understanding of our goals is enabling our partnership to grow in the right direction.”
