La Fonte's Pasta Bisa campaign by Popcult Group repositioned pasta as an everyday Indonesian staple, generating over 22,000 unique recipes and a 38% sales
La Fonte Pasta Bisa Reframes Pasta as an Indonesian Everyday Staple
La Fonte's Pasta Bisa is a 2022 integrated campaign by Popcult Group that repositions pasta as an accessible, everyday cooking ingredient for Indonesian households, challenging the widespread perception that pasta demands specialist skill or hard-to-find components, and empowering home cooks to treat it with the same casual confidence they bring to rice and noodles.
The campaign launched in Indonesia in March 2022, built around a deliberate bilingual proposition. In Indonesian, "Pasta Bisa" carries two simultaneous meanings: that anyone can cook pasta without expertise, and that pasta can be cooked with whatever ingredients are already at hand. That double meaning sits at the heart of the entire creative and strategic effort. Rather than positioning La Fonte as a premium import or an aspirational treat, the brand leaned into cultural familiarity, drawing an explicit equivalence between pasta and the staple carbohydrates Indonesians already cook without hesitation.
The campaign operated across Instagram and community-driven recipe networks, channels selected because they represent where the target audience already seeks daily food inspiration in Indonesia. Popcult Group built a dedicated Instagram presence for the campaign, populating it with hundreds of local dishes prepared with pasta. Within three weeks, that account attracted more than 30,000 organic followers, according to Clapboard's campaign record. The initiative then expanded beyond brand-owned content, recruiting local recipe-sharing communities to create and publish their own interpretations of local pasta dishes. A public-facing hashtag, #pastabisa, anchored the user-generated layer of the campaign, and a dedicated campaign hub at pastabisa.com collected the full journey of recipes and content produced throughout the effort.
Indonesia's pasta-and-noodles retail market presents a structurally complex opportunity. According to Euromonitor, the broader pasta-and-noodles sector in Indonesia was valued at approximately US$2.54 billion in 2022, expanding at a value compound annual growth rate of 6.6 percent between 2017 and 2022. Within that market, dried pasta was the fastest-growing sub-category during the same period, according to Euromonitor, suggesting genuine consumer appetite for products beyond the dominant instant-noodle format that brands such as Indomie have made ubiquitous across Indonesian households for decades.
That competitive reality shapes La Fonte's strategic challenge precisely. Indomie, produced by Indofood — the same parent group that owns La Fonte through subsidiary PT Bogasari Flour Mills, which established the brand on 18 December 1991, according to Braveandcompany Co Id — commands a deeply embedded position as an everyday staple. Pasta, by contrast, carried a persistent association with restaurants, special occasions, and unfamiliar technique. Popcult Group's strategic insight was that this perception gap, not price or distribution, was the primary barrier to purchase frequency for La Fonte in the Indonesian market.
The strategy built by Executive Creative Director Khairul Akbar and his team at Popcult Group directly addressed that barrier by meeting consumers inside the cooking culture they already inhabited. Instagram recipe communities in Indonesia function as informal culinary authorities for home cooks. By activating those communities rather than advertising around them, Pasta Bisa inserted La Fonte into an existing trusted ecosystem rather than asking consumers to adopt a new habit from scratch. The strategic objective, as recognised by MMA Smarties Indonesia 2022 in the Social Media Marketing category, was to reframe La Fonte pasta from occasional ingredient to pantry essential.
Creative Director Fachrunnas led the execution of Pasta Bisa under Executive Creative Director Khairul Akbar at Popcult Group, with the broader team including Creative Group Head Hamdi Matussin, Art Director Hensa Adriano, Strategist Fabian Rahim, Digital Analyst Vina Umara, KOL Manager Riesa Christine, Copywriter Syarif Hidayatullah, and Graphic Designers Ababil, Fatah, and Ken, with content production supported by writers Dani and Tasya.
The creative architecture rested on a three-stage logic. The brand first built credibility by demonstrating the concept in its own voice, publishing hundreds of original recipe posts showing pasta integrated into recognisably Indonesian dishes — rendang pasta, gado-gado pasta, and similar local hybrids that made the idea of everyday pasta cooking feel both achievable and culturally coherent. That owned-content foundation established the visual and culinary language of the campaign before the community layer was activated.
The second stage engaged established Indonesian recipe-sharing communities on Instagram, inviting their members to produce their own local pasta interpretations. This move was structurally important: it transferred creative authority from the brand to voices the target audience already trusted, lending the campaign a texture that paid media alone could not replicate. The third stage opened participation to the general public through the #pastabisa hashtag, converting the audience from observers into contributors. The campaign hub at pastabisa.com served as a living archive of the resulting content, reinforcing the idea that Pasta Bisa was not a promotional moment but an ongoing cultural proposition. The integrated nature of the campaign — spanning brand-owned content, community partnerships, user-generated content, and a dedicated digital destination — reflects a coherent production philosophy in which each layer fed the credibility of the next.
Pasta Bisa delivered measurable commercial and social results in the Indonesian market. The campaign reported a 38 percent sales uplift for La Fonte, according to Clapboard's campaign record. Purchase frequency shifted materially: consumers who had previously bought La Fonte pasta once every two months increased their buying cadence to once every five weeks, according to Clapboard. Those figures indicate that the strategic objective of moving pasta from occasional-use to regular-use territory translated into documented behaviour change, not merely awareness.
At the social level, the campaign generated more than 22,000 unique recipe posts under the #pastabisa hashtag, per Clapboard's record, and produced more than 29 million social interactions overall, also per Clapboard. The Instagram account created for the campaign gained more than 30,000 organic followers within three weeks of launch, as reported by Clapboard. The scale of user-generated content — with tens of thousands of Indonesians creating and publishing their own local pasta recipes — represents a particularly strong indicator of the campaign's cultural penetration, moving beyond passive engagement into active creative participation.
Industry recognition followed. MMA Smarties Indonesia 2022 awarded La Fonte and Popcult Group a Silver in the Social Media Marketing category for Pasta Bisa, according to mmaglobal.com. That recognition places the campaign among the documented benchmarks for social-led integrated work in the Indonesian Food and Drink category for 2022. Clapboard rates Pasta Bisa at 64 out of 100, reflecting strong strategic and cultural coherence alongside a social execution that demonstrably moved both consumer behaviour and commercial performance.
Pasta Bisa is a 2022 integrated campaign by Popcult Group for La Fonte in Indonesia. It repositions pasta as an everyday staple by leveraging Instagram recipe communities and user-generated content. The campaign name means both "anyone can cook pasta" and "pasta can be made with available ingredients" in Indonesian.
Popcult Group created Pasta Bisa for La Fonte. The team was led by Executive Creative Director Khairul Akbar and Creative Director Fachrunnas. Supporting roles included Creative Group Head Hamdi Matussin, Art Director Hensa Adriano, Strategist Fabian Rahim, and Copywriter Syarif Hidayatullah, among others across digital, content, and account functions.
Pasta Bisa reported a 38 percent sales uplift for La Fonte in Indonesia, according to Clapboard. Purchase frequency rose from once every two months to once every five weeks. The campaign generated more than 22,000 unique recipe posts and over 29 million social interactions, with the Instagram account gaining 30,000 organic followers in three weeks.
Pasta Bisa won a Silver award at MMA Smarties Indonesia 2022 in the Social Media Marketing category, according to mmaglobal.com. The award recognised La Fonte and Popcult Group for their social-led integrated approach to repositioning pasta as an everyday ingredient in the Indonesian market through the 2022 campaign.
Popcult Group selected Instagram because it functions as the primary platform where the target audience in Indonesia seeks daily food inspiration and cooking ideas. By establishing a brand account and activating existing recipe-sharing communities there, the campaign embedded La Fonte pasta within a trusted, culturally familiar ecosystem rather than interrupting it with conventional advertising.
La Fonte was established on 18 December 1991 by PT Indofood through its subsidiary PT Bogasari Flour Mills, according to braveandcompany.co.id. The brand's portfolio includes pasta, macaroni, spaghetti, and sauces. Popcult Group has a documented working history with La Fonte across multiple campaign periods, with Pasta Bisa representing its most awarded collaboration to date.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
