SPICE INSURANCE for HEINZ ABC Sambal
Indonesians love their chilli sauce. But the youth were being lured by the competition, each claiming to be hotter than the other. Heinz ABC Sambal, one of Indonesia’s oldest chilli sauce, had to think out of the box to establish itself as the hottest one around.
Introducing Pedasuransi. Together with insurance giant AXA we launched a unique insurance policy to protect people, from the burn of our chilli sauce! We promised to cover hospitalisation costs for upto 1 week, if the sauce proved too much for anyone! This stunt, at Asia’s largest food festival, was enough to convince people that our chilli sauce meant business. In just 48 hours, 25,000 people signed up and for this campaign we went on to create 100,000 ‘spice insurance’ policies with AXA.
Cannes Lions Shortlist Spikes Asia Shortlists x 2 Cresta Awards Bronze
Sambal ABC + AXA Pedasuransi Launch TVC