Indofood calls a creative pitch for noodle brands Indomie and Pop Mie

The agencies believed to have been invited to pitch for Indomie include Lowe, JWT and incumbent Matari. Indomie, an instant noodle brand, has the largest market share in the segment.

Matari Advertising is believed to have been handling the account since 2006.

Four agencies including Saatchi & Saatchi, Lowe, JWT and incumbent TNT are believed to be vying for the Pop Mie brand. 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.