IABCINDONESIA.COM – PT Agrinesia Raya has once again reinforced its position as one of the most adaptive players in Indonesia’s food manufacturing industry. The company, which oversees a portfolio of iconic Indonesian souvenir brands and is part of the Asthanesia Group, secured a place in the Top 10 of the Impactful Communications Awards (ICOMMA) and the Impactful Public Relations Awards (IMPRA). The recognition underscores the company’s communication practices, which were assessed as innovative, impactful, and highly relevant amid an increasingly competitive digital landscape.
In the Impactful Communications Awards (ICOMMA) category, Agrinesia Raya received accolades across multiple sub-categories, including Best Integrated Marketing Communications, Best Digital and Social Media Campaign, Best Employee Engagement Program, and Best Sustainability Communication. In the Impactful Public Relations Awards (IMPRA) category, the company also won Best Internal Communication Program. These achievements reflect Agrinesia’s commitment to strengthening its corporate reputation through integrated, forward-looking communication strategies, with a strong emphasis on effective internal communication, enhanced employee engagement, and consistent messaging to support long-term business growth.
In the Best Integrated Marketing Communications sub-category, Agrinesia implemented an integrated campaign to introduce “Bolu Stim Menara Sebagai Oleh-oleh Khas Medan”. The program combined offline and online marketing strategies, including campaign activations at PON XXI and PRJ 360, collaboration with the Medan city government during the city’s 434th anniversary celebrations, KOL-driven initiatives, and online competitions designed to increase consumer engagement. As a result, the campaign recorded a 24% increase in offline engagement and a 103% growth in online engagement.
A moment of PT Agrinesia Raya presenting the campaign program “Bolu Stim Menara Sebagai Oleh-oleh Khas Medan” for the Best Integrated Marketing Communications sub-category.
The Best Digital and Social Media Campaign sub-category was secured by the Bakpia Kukus Tugu Jogja campaign, which leveraged a collaboration with musician Adhitia Sofyan featuring a rearranged version of the iconic song Sesuatu di Jogja. Through this collaboration, Agrinesia achieved a 200% increase in audience reach, a 143% rise in views, and a 413% growth in followers. The campaign successfully strengthened brand recognition by embedding the product narrative in a culturally resonant, widely recognized song.
The Best Employee Engagement Program award was earned through the “Caring & Sharing” initiative, a series of programs designed to foster empathy, solidarity, and a sense of togetherness among employees. The initiative included mental health counseling services, inter-employee sports tournaments, and collective activities such as family gatherings. Survey results indicated that 94% of employees were satisfied with Agrinesia’s work environment.
Recognition in the Best Sustainability Communication sub-category was achieved through a taro farmer empowerment campaign in Bogor. The program, a collaboration between Lapis Bogor Sangkuriang and IPB University, emphasized sustainability and the empowerment of local farmers, while reinforcing Agrinesia’s role in building a socially and environmentally responsible food value chain.
In the Best Internal Communication Program sub-category, Agrinesia presented the “INSIDE” program, an internal communication pillar designed to consolidate corporate information into an engaging and easily accessible format. The program was assessed as effective at increasing employee engagement while ensuring alignment between the company’s vision and individual roles. This approach underscores Agrinesia’s positioning of internal communication as a critical foundation for sustainable corporate growth.
“Despite being executed across multiple channels and on a broad scale, Agrinesia was able to deliver its messages clearly and relevantly through strong visual and storytelling approaches. The communication strategy was executed professionally and aligned with the company’s business objectives,” said Jeane Niode, Chair of the Jury Board of the IABC Indonesia Awards 2025.
President of IABC Indonesia, Elvera Makki, noted that Agrinesia had successfully integrated strategic communication with sustainability values and human capital management. “Effective communication is not solely about creativity, but also about integrity, transparency, and relevance. Agrinesia has demonstrated this consistency through a data-driven approach that delivers tangible impact,” she said.
PT Agrinesia Raya alongside jury representatives and fellow recipients of the Top 10 and Awards of Excellence at the IABC Indonesia Awards 2025.
The accolades earned by Agrinesia Raya at the IABC Indonesia Awards 2025 underscore the company’s view of communication as an integral component of its business strategy. An innovative, integrated, and human-centered communication approach has become a key foundation in strengthening the company’s reputation and sustaining its competitiveness within Indonesia’s food manufacturing industry.