Noodle brand Indomie retains Lowe Indonesia

Lowe Indonesia has retained duties as agency of record for iconic Indonesian instant noodle brand Indomie. Brand owner PT Indofood Sukses Makmur awarded the work after a high-profile pitch process, also involving Ogilvy and Leo Burnett earlier this year. Lowe will continue to handle Indomie’s marketing across Indonesia.

Joseph Tan, CEO, Lowe Indonesia said of the win, “We’re extremely delighted to renew our work with this brand. For Indonesians, Indomie goes beyond being just the ultimate comfort food; it conjures up national pride across our country’s diverse cultures. Noodles are the most humble daily item, and yet in Indomie’s case they also stand for something much more profound. It’s a great privilege for us to work on it.”

Rupen Desai, Regional President, Lowe Asia Pacific added “Lowe Indonesia is one of our best agencies in the region, and the team has consistently proved its abilities to market ‘national treasures’ like Garuda Indonesia, and now, retaining Indomie, with a genuine pride that shows in the work. We’re enormously happy that Indomie continues its iconic relationship with us – a great brand, and a great set of clients to partner.”