CONIMEX NASI LEGENDS

INFLUENCER SERIES

645 K+
organic views
400 K+
people reached
4
unique nasi dishes

THE CHALLENGE

How do you turn a familiar dinner dish that’s not popular anymore top of mind again?

Nasi has a fixed spot in Dutch food culture. It is familiar, personal and shaped by household rituals, with every family giving the dish its own spin. Yet among younger audiences, the dish was decreasing in popularity and not so much #trending anymore.

We helped Conimex make nasi feel relevant again for a new generation, without losing the people who already know and love the category.

INTRODUCING NASI LEGENDS

Nasi Legends started as a creator-led influencer series where unexpected legends cooked their version of nasi. Featuring popular creators like Nienke Plas, Kamiel Kesbeke, Julia Heetman and Kjeld Nuis, the format brought together different communities, personal recipes and the kind of kitchen chaos that makes social content worth watching.

HOW IT WORKS

Nasi Legends was built like a social-first mini talk show. Creators posted from their own channels and crossposted with Conimex, giving the series creator-led credibility and owned brand momentum at the same time.

Each creator referred to the next creator in their post, turning separate pieces of content into one connected chain.

WHY CREATORS CARRIED THE IDEA

The campaign worked because creators were not asked to simply promote nasi, but were given a format they could actually make their own.

Instead of pushing nasi into the feed as a branded message, Conimex claimed a conversation format around it.

By pairing unexpected creators, putting entertainment before brand messaging and building every post as part of a recognizable recurring series, Conimex created content that felt native to the feed while still building brand memory.

OWN YOUR CATEGORY

Nasi Legends shows how heritage food brands can earn attention without pretending to be something they are not. You do not need to reinvent the product or the role it plays in culture.

By giving creators a repeatable format, Conimex moved from branded content to branded entertainment that made nasi more appealable and shareable for a younger audience. A social-first series that helped make nasi feel relevant again.