McDonald’s Indonesia has launched a ‘Ini Rasa Kita’ campaign, created in collaboration with Leo Indonesia, introducing two new menu items: Ayam Krispy McD Kari Medan and Ayam Krispy McD Sambal Matah.
The two regional flavors were developed with two local chefs, Firhan Ashari and Yulita Intan Sari, known for her appearance on MasterChef Indonesia. According to the release, the collaboration was intended to ensure the flavors stay true to their roots while being adapted for McDonald’s.
“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,” said Caroline Kurniadjaja, Associate Director of Marketing, McDonald’s Indonesia.
“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.”
The two films accompanying the campaign follow Chef Firhan and Yulita on a trip to Medan and Bali, where they explore the stories, traditions, and local secrets behind Kari Medan and Sambal Matah. Along the way, the pair meet local culinary experts who share their knowledge, which the release says inspired the duo to put their own spin on the dishes.
“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,” said Chef Ashari.
“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.”
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
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
Audio Producer: Nia Ndaruhadi
