McDonald’s Indonesia and Leo Indonesia serve up local heritage with Ini Rasa Kita
McDonald’s Indonesia is looking to play a meaningful role in keeping Indonesia’s culinary heritage alive and relevant for generations to come. Through this year’s Ini Rasa Kita campaign, created in collaboration with Leo Indonesia, the brand has introduced two new menu innovations, Ayam Krispy McD Kari Medan and Ayam Krispy McD Sambal Matah. Bringing regional flavours from across the country to the table, the two new menu items are designed to make local culinary heritage more accessible to families and younger generations.
As part of the initiative, McDonald’s Indonesia has collaborated with renowned local chefs Chef Firhan Ashari and Yulita Intan Sari, of MasterChef Indonesia fame, to ensure the flavours remain true to their roots while being adapted into a distinct McDonald’s experience. The result brings contemporary flavour together with local heritage, celebrating the character, ingredients and traditions behind two of Indonesia’s regional cuisines.
“Aligned with the spirit of ‘Sepenuhnya Indonesia’, which has been part of McDonald’s Indonesia’s 35-year journey, we will continue creating culinary experiences that feel close and relevant to people’s everyday lives. Through this year’s ‘Ini rasa kita’, we want to invite people to take a closer look at the stories behind recipes passed down through generations, including those that may be part of their own families,” said Caroline Kurniadjaja, Associate Director of Marketing at McDonald’s Indonesia.
Conceptually, the two films follow Chef Firhan and Yulita on a culinary journey to Medan and Bali, where they dive into the stories, traditions, and local secrets behind Kari Medan and Sambal Matah. Along the way, they meet local culinary experts who share their knowledge and inspire the duo to put their own spin on these beloved Indonesian dishes.
Ayam Krispy McD Kari Medan by Chef Firhan combines McDonald’s signature crispy chicken with the aromatic richness of authentic Medan-style curry. Meanwhile, Ayam Krispy McD Sambal Matah by Yulita is inspired by the vibrant flavors of Bali, pairing crispy chicken with the refreshing heat and character of sambal matah.
“Curry has always been a flavor that’s very close to me. I grew up with it because it’s been part of my family’s cooking since I was little. One of my biggest inspirations for this menu was actually my grandmother’s curry recipe. That’s why I wanted to go to Medan – to really understand how a dish is shaped not just by its ingredients, but also by the techniques and traditions that have been passed down from one generation to another. And that’s what I wanted to discover before bringing the authentic flavors of Medan curry into Ayam Krispy McD,” said chef Firhan Ashari.
The films introducing Ayam Krispy McD Kari Medan and Ayam Krispy McD Sambal Matah are to be launched this year. These two authentic menus will be served at McDonald’s stores nationwide, bringing regional flavors to customers across Indonesia.
More than introducing new flavors, Ini Rasa Kita aims to spark curiosity about the stories and culinary traditions behind Indonesia’s regional dishes. Every bite becomes an opportunity to discover the flavors that make the nation unique. Because every taste has a story, and every story is part of who we are.
Credits
Client: McDonald’s Indonesia
Director of Marcomms, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Marketing Manager: Gorby Santosa
Assistant Marketing Manager: Willy Widjaja
Agency: Leo Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Business Director: Adnin Ardhias
Creative Director: Nadia Yuliani
Creative Group Head/Art Director: Gianine Cindy Permata
Creative Group Head/Copywriter: Oei Sony
Associate Account Director: Cissy Pradyanti
Account Executive: Arleen Haryadi
CSO: Nilakshi Medhi
Assoc. Planning Director: Andreas Kennardi
Planning Manager: Randi Rakasiwi
Production Lead: Anti Istianti
Senior Producer: Shabrina Nugroho
Project Manager: Nithyananda Madewa
Key Opinion Leaders: Firhan Ashari, Yulita Intan Sari
Production Company: Brava Benoit Jaya
Director: Isaac Wee
DoP: Putra Dendang
Art Director: Emilio
Executive Producers: Jo Rivai / Jamal
Producers: Laesa Mareti
Post Production: +Postive
Offline Editors: Coki V S
Post Producer : Resty Adikoro
Colourist: Terry Mak
Online Artist: Emon Putut
Online Support : Hafidz Fahrian & Faried
Graphics : Reza Iqbal
Audio Production : Spacebar
Musician : Ega Lesmana
Audio Engineer : Reyo Caesar
Producer audio : Nia Ndaruhadi