Paulig Group expands partnership with Scooperz with new influencer series for Conimex: ‘Nasi Legends’

Conimex has been bringing Asian flavours into Dutch kitchens for years. With the new influencer series ‘Nasi Legends’, Paulig Group and Scooperz aim to make nasi relevant again within today’s social landscape and among a younger audience.

The campaign marks an expansion of the existing partnership around always-on social media and community management.

The idea is to put nasi back on the map. Not as one fixed recipe, but as a dish everyone can make their own. From that thought, Paulig Group and Scooperz developed a creator-led series where entertainment, culture and cooking come together.

Through a creator led approach, well-known faces such as Kjeld Nuis and Julia Heetman show how they make nasi with Conimex and which ingredients, habits and twists make their version unique.

The series builds on a chained storytelling format, where creators pass the story on to the next episode. This creates an ongoing creator chain with new faces, communities and stories each time.

With Nasi Legends, Paulig Group and Scooperz are taking a social first approach where creators tell the story and bring nasi back into online culture and conversation.

The series can also be found on Conimex’ channels.