Lowe Indonesia scoops Indomie business; JWT nets Pop Mie

Joseph Tan, CEO of Lowe Indonesia, confirmed the news and said it was "an unbelievable feeling to have won an iconic brand of this stature." 

"We gave this pitch all that we had."

The Indomie and Pop Mie brands are manufactured and marketed by Indofood which is Indonesia's largest food company.

It is believed that Indomie has the highest ad spend within the food category in Indonesia.

Indomie, an instant noodle brand, has the largest market share in the segment and is believed to have been handled by Matari Advertising since 2006. Pop Mie is also a leader in the cup noodle segment in Indonesia.

In April this year, Indofood appointed JWT to take on creative duties for its Chitato potato chip brand following a competitive multi-agency pitch.

Last year, Indofood handed the creative account for its other noodle brand Supermi to Dentsu Strat after a four-way pitch that involved Euro RSCG, Dwi Sapta and incumbent Artek and Partners.

The account was also believed to have been handled by Matari Advertising.

As one of the world’s largest instant noodle producers, Indofood’s Noodles Division produces and markets several noodle brands including Supermi, Sarimi, Sakura, Pop Mie and Mi Telur Cap 3 Ayam.