To celebrate its 3rd anniversary, Sambal Bakar Indonesia launched #MasterRasa, a cooking competition inviting loyal customers to create new menu ideas for the brand. The competition was designed to involve real customers in the brand’s creative process, connecting tradition, creativity, and community engagement through food.
The judging panel featured Chef Norman Ismail, Chef Don Chino, and Iben MA, highlighting Sambal Bakar’s commitment to culinary authenticity and entertainment-driven branding.
Client: Sambal Bakar Indonesia
Role: Creative Design Supervisor
Scope: Campaign deck, key visual, digital content, online video coordination
Timeline: May–July 2025
Role: Creative Design Supervisor
Scope: Campaign deck, key visual, digital content, online video coordination
Timeline: May–July 2025
Official Trailer
#MasterRasa was designed as a large-scale cooking competition campaign to celebrate Sambal Bakar Indonesia’s 3rd Anniversary.
The concept focused on turning Sambal Bakar’s loyal customers into the heart of the brand, giving them a real stage to showcase their recipes and passion for Indonesian food.
The concept focused on turning Sambal Bakar’s loyal customers into the heart of the brand, giving them a real stage to showcase their recipes and passion for Indonesian food.
40 participants from Indonesia, IDR 100 Million, 1 exclusive dishes for the winners
Judged by Chef Norman Ismail, Chef Don Chino, and Iben MA
CREATIVE DIRECTION
The creative approach combined culinary authenticity with entertainment storytelling, highlighting everyday cooks as heroes of the brand. Visually, the campaign carried bold and fiery tones to reflect the brand’s energy, supported by clean typography, gold accents, and strong red dominance for Sambal Bakar’s identity.
Key Visual & Main Posters
The visual identity of #MasterRasa was built around a bold and fiery theme that represented the essence of Sambal Bakar Indonesia energy, heat, and passion. Each key visual was designed to blend culinary intensity with entertainment storytelling, balancing traditional cooking imagery with modern, cinematic composition.
Posters were used across digital and offline channels (Marketing promotion, outlet banners, and POSM) to create a unified look and strong recall for the campaign.
Photoshoot & Contestant Announcement
To humanize the campaign and build excitement, the team organized a photoshoot session for all 40 contestants prior to the competition rounds. Each contestant was introduced through a stylized visual card featuring their name, occupation, and personality-driven portraits.
This content served both as a community-building asset and as digital promo material across Sambal Bakar Indonesia’s social channels, helping audiences connect personally with the participants.
These portraits became a key part of the campaign’s storytelling transforming everyday cooks into recognizable faces of #MasterRasa.
MASTER RASA EPISODE SERIES: Dapur Penentuan
The #MasterRasa series consists of eight full episodes documenting the competition journey from the first “Dapur Penentuan” to the Grand Final. Each episode brings real stories, tension, and humor that connect Sambal Bakar Indonesia’s audience with the contestants’ journey.
Sambal Bakar Master Rasa Episode 1 | Gagal Dapet 100 Juta Karena Telor Barendo!
The 100 million prize begins to heat up with the first 10 contestants showing their cooking skills. Some leave the kitchen earlier than expected.
Supported by BRI and GoFood
Sambal Bakar Master Rasa Episode 2 | Terlalu Percaya Diri Bikin Hilang 100 JUTA!!
10 contestants fight again in the Dapur Penentuan. This episode opens with one of the most intense moments in the entire competition.
Supported by BRI and GoFood
Sambal Bakar Master Rasa Episode 3 | 100 JUTA HILANG!!! Karena Ngeremehin
10 contestants must cook using another participant’s spices. This unexpected challenge leads to surprising results that shock the judges.
Supported by BRI and GoFood
Sambal Bakar Master Rasa Episode 4 | Masakan Gampang, Tapi Gagal Dapat 100 JUTA
The last two contestants from the Dapur Penentuan fight to advance to the next round. A new challenge tests who truly deserves to continue.
Supported by BRI and GoFood
MASTER RASA EPISODE SERIES: #MasterRasa Round
The #MasterRasa series consists of eight full episodes documenting the competition journey from the first “Dapur Penentuan” to the Grand Final. Each episode brings real stories, tension, and humor that connect Sambal Bakar Indonesia’s audience with the contestants’ journey.
8 BESAR Sambal Bakar Master Rasa Episode 5 | Fokus Hilang, 100 JUTA Jadi Taruhan!
The final eight contestants enter the major round. Mental strength and creativity are tested to the limit as luck is no longer enough.
Supported by BRI and GoFood
4 BESAR Sambal Bakar Master Rasa Episode 6 | PERTAMA KALI! 4 Besar Masak bareng Influencer!
The final four compete for 100 million and a royalty deal for their signature dish. This episode features a surprise challenge and influencer collaboration.
Supported by BRI and GoFood