Sasa is one of Indonesia's most iconic kitchen brands. For generations its gourmet powder, spice mixes, and cooking ingredients have earned a place in kitchens across the archipelago, a brand with truly national reach.
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Asia
Sasa Drives Orders With an AI Chef on Indonesia’s Lockscreens
Solution
Understanding consumers, Identifying target audience, Engaging with customers3.7x
GMV Uplift¹
17,712
GoMart Orders
~2x
AI Recipe Generator Engagement Rate²
¹Compared to the pre-campaign period ²Compared to the platform benchmark
"Cooking in Indonesia is deeply cultural, and inspiring moms requires more than generic content. By partnering with InMobi Advertising, SASA MSG built an AI Recipe Generator that spoke each region’s language of taste, supported by generative content and seamless GoMart integration. This campaign proved that cultural relevance, powered by technology, can turn everyday inspiration into real consumer engagement and measurable sales impact."
About Sasa
The Objective
Every day, Indonesian moms ask the same question: what to cook today? Eight in ten rotate through the same 10 to 12 dishes, and seven in ten want to try new recipes but don’t feel confident enough. Indonesian food is not one cuisine but hundreds, yet mass campaigns had rarely spoken to a mom’s own kitchen. Sasa’s reach was national; its advertising had not been local.
The Solution
Sasa partnered with InMobi Advertising through Mindshare, part of WPP Media, to build a personal AI cooking companion for Indonesia’s Lockscreens, choosing the moment deliberately: Contextual and app-ownership signals identified moms aged 25 to 54 already in a cooking mindset. An AI Recipe Generator, GenAI videos, and AI-written articles inspired them at first glance, while a GoMart integration carried them from craving to cart.
#1 An AI Chef That Speaks Every Region's Kitchen
At the center of the campaign sat the AI Recipe Generator, a Glance Experience Unit built as a conversation, not a broadcast. A mom chose what she had (chicken, fish, tempe and tahu, vegetables, or eggs), picked her region from seven options spanning Jabodetabek to Kalimantan, and chose whether to browse or receive a direct recommendation. The AI returned recipes rooted in her region's cuisine, so no two moms with different pantries and different home regions saw the same result.
#2 Stories That Cook Themselves
Around the generator, GenAI videos turned recipes into short, watchable stories and AI-written articles delivered meal ideas and tips inside Glance's content feed, editorial in feel rather than advertising, with brand videos running alongside to anchor the storytelling. Together, the four formats sustained fresh content across the full flight at a pace no conventional production schedule could match.
#3 From Inspiration to Checkout in a Few Taps
A GoMart integration meant every path through the generator ended with a purchase option: once a mom had her recipe, she was one tap from ordering the ingredients, no separate search or app, no moment for intent to fall away.
#4 Measured From First Glance to Final Receipt
Every step was tracked: Glance analytics recorded which ingredients and regions moms chose, GoMart sales data followed the story to its true ending SKU by SKU, and a brand lift study read the impact on the brand itself. Few campaigns can trace a sale back to the exact moment of inspiration. This one could.
The Results
Contextual Lockscreen triggers met shoppers right at mealtime, pulling them into the AI Recipe Generator at rates well above the Glance benchmark. With one-tap GoMart checkout built in, that curiosity converted straight into GMV growth, lifting brand awareness and purchase intent along the way. On the Lockscreen, the distance between "what's for dinner?" and checkout is a single tap.
3.7x
GMV Uplift¹
17,712
GoMart Orders
~2x
AI Recipe Generator Engagement Rate²
+12pp
Purchase Intent³
¹Compared to the pre-campaign period ²Compared to the platform benchmark ³ Findings from an independent brand lift study