AYAM is a globally loved household name known for its Asian sauces and marinades.

Tiny Hunter was engaged to develop the Australian brand strategy and positioning for the global food brand. With a rich heritage and an extensive product range, AYAM needed to stay true to its core while appealing to Australian taste buds.

Focusing on rich flavours, strong heritage, and clean ingredients, we crafted a positioning no other brand could claim – brought to life in the tagline ‘Honest Asian flavours since 1892’.

Building on this foundation, we launched a compelling national ad campaign featuring a 15-second TV commercial. Short but packed with flavour, the TVC reached a target demographic of two million across Sydney, Melbourne, and Brisbane while delivering against key brand metrics.

CREDITS
Produced by The Playground Group
Directed by David Barker
Styled by Jerrie-Joy Redman-Lloyd