Royco Passion content

BRIEF
Royco has long been a trusted kitchen staple. But to Gen Z, it started to feel like a “mom and grandma” brand. With changing cooking habits and rising competition, Royco needed to stay relevant, especially to young people who often feel lost in the kitchen.

CULTURAL INSIGHT

For Gen Z, cooking isn’t second nature, it’s second guessing. The insecurity often hits and they doubt every move. The way to express it? They will create an “always–evolving slangs” while calling their mom for one call away help. 

WHAT WE DID

We launch “Menyala Masakanku” cooking show, that turns Gen Z slang of insecurity into flavorful dishes. It starts of with real insecure Gen Z, we invite 10 Gen Zs and mom couple to cook with Royco in their hand, and confident in their heart.
The result? A new generation saying goodbye to cooking insecurity, and hello to bold, flavorful self-cooking.