#PastiNendang: Turning Football Season Into a Shared Experience
#PastiNendang turned football season into a shared dining moment for Fried Chicken Master, using limited-edition packaging, sharing platters, social content, and KOLs to drive 1.19M+ views.
The Needs
Football season creates a natural cultural moment for brands to participate in. But being relevant to the occasion takes more than simply putting football visuals on a promotion.
For Fried Chicken Master, the objective was to increase awareness of its Pasti Nendang package as the perfect companion for watching football together. The Party Platter, consisting of Jimbo Ori, Jimbo Cheese, chicken wings, and fries, already had one important characteristic: it was made for sharing.
The challenge was not simply to promote a limited time menu during football season. It was to give FCM a meaningful role in the entire nobar experience.
The Insights
People may gather because of football, but the experience goes beyond the match itself.
Nobar is also about hanging out, reacting to every goal together, debating the game, and sharing food while the match unfolds. In moments like these, food is not necessarily the main event, but it helps keep the energy going and gives people another reason to stay around the table.
This became our opportunity.
Instead of treating football merely as a seasonal theme, we positioned FCM around the shared experience of nobar. Easy to share food could naturally become part of the occasion. The campaign report identified the same key insight: during football season, nobar is as much about gathering as it is about the match, making shareable dishes an important part of the experience.
That led us to one simple message:
Nobar sama FCM, rasanya #PastiNendang.
What We Did
We built #PastiNendang as an integrated campaign that connected the excitement of football with the social experience of sharing food.
At the center was the limited time Pasti Nendang Party Platter, supported by exclusive thematic packaging designed specifically for the campaign. Rather than treating packaging as a functional container, it became part of the campaign experience itself and the main visual asset used across social media and other campaign touchpoints.
From there, the campaign moved across three roles: Awareness, Action, and Amplification.
For Awareness, we introduced the campaign through teaser content, announcement posts, campaign visuals, and a dedicated photoshoot that brought the football watching occasion to life.
For Action, we kept FCM relevant throughout the football season with interactive and contextual content, from match related posts and nobar content to quizzes and giveaways. The giveaway intentionally used a simple participation mechanic: follow FCM, comment with your favorite team, and tag a friend.
We also extended the campaign offline. Posters and digital menus brought #PastiNendang into FCM stores, allowing the same campaign idea to travel from consumers' feeds to the point of purchase.
Finally, for Amplification, we collaborated with selected KOLs, including Rereceh, to bring additional reach and conversation to the campaign. During the campaign, we also re strategized the KOL content by creating briefs that were more closely aligned with #PastiNendang, helping strengthen the connection between creator content and the overall campaign message.
The result was not just a collection of football themed content, but one connected experience designed to make FCM feel naturally present whenever people gathered to watch the game.
The Results
#PastiNendang generated 1.19M+ views, reached 366K+ viewers, drove 20K+ interactions, and achieved a 0.17% engagement rate. The campaign also generated 1,284 new followers.
More importantly, the engagement rate was significantly higher than FCM's previous #PastiKebagian campaign. This showed how a relevant cultural moment paired with a simple participation mechanic could encourage audiences to do more than simply see the campaign.
The strongest performing Reel generated more than 555K views and 1.9K interactions, combining a relevant football moment, an engaging video concept, and paid amplification. Meanwhile, the giveaway became the strongest performing carousel, generating 45K+ views and 452 interactions by giving audiences a clear reason to participate.
The difference between the campaign's strongest and weakest content also reinforced an important learning. Audiences responded better to content that was relatable, experiential, and participatory, while purely functional information created less interaction.
For FCM, #PastiNendang showed that seasonal relevance works best when a brand does not simply talk about the moment. It finds a role within it.
And in a football season filled with goals, reactions, and shared moments, FCM found its role around the table.
