McDonald's Indonesia launches 'Ini Rasa Kita' campaign featuring Medan and Bali flavors
Bali newsBali7 min read
McDonald's Indonesia has launched its 'Ini Rasa Kita' campaign to celebrate the country's regional culinary heritage, bringing authentic flavors from Medan and Bali to its national menu. Created with Leo Indonesia, the campaign aims to make Indonesian culinary traditions more accessible and encourage discovery of regional dishes. Two new menu items have been introduced: Ayam Krispy McD Kari Medan and Ayam Krispy McD Sambal Matah. These dishes incorporate regional flavors into McDonald's crispy chicken, combining local traditions with the brand's menu format. The campaign features collaborations with Chef Firhan Ashari for the Medan-style curry chicken and MasterChef Indonesia alumna Yulita Intan Sari for the Bali sambal matah chicken. Two campaign films show the chefs learning about the traditions behind each dish from local culinary experts. This initiative builds on McDonald's Indonesia’s 'Sepenuhnya Indonesia' positioning, which has been part of the brand’s 35-year journey. Caroline Kurniadjaja, Associate Director of Marketing at McDonald’s Indonesia, stated that the campaign aims to create culinary experiences relevant to people's everyday lives and encourage a closer look at the stories behind recipes passed down through generations. Both new menu items are available nationwide.
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