Sarimi Gelas takes its pentol campaign from TikTok to Roblox and the streets

Sarimi Gelas has turned Indonesia’s love for street-side pentol into an omnichannel marketing campaign, connecting TikTok creator content, real-world cart hunts and a virtual experience on Roblox to bring its product closer to young consumers.

The campaign, Sarimi Gelas Pentol Cart, draws on the popularity of pentol, a chewy street snack commonly sold outside schools, where children often make their first snack stop after classes. It was created in collaboration with i-dac Indonesia, part of Hakuhodo International Indonesia, and DAX.

Rather than competing directly with the snack, Sarimi Gelas positioned pentol as the centrepiece of a brand experience, using its familiarity among Indonesian children to create a journey spanning digital discovery, physical participation and gaming.

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The campaign was built around three stages. It began with creator-led content on TikTok, followed by a real-world hunt for branded pentol carts, before extending into Roblox to keep the experience going beyond school hours.

For the discovery phase, Sarimi Gelas partnered with TikTok creator @putradwii20 to introduce the Sarimi Gelas Pentol Cart concept through platform-native content. The creator-led approach was intended to make the experience feel rooted in existing pentol culture rather than a conventional advertising execution.

The campaign then invited children to find actual pentol carts and submit photo proof of their participation. This brought the digital activation into physical environments, particularly the school-gate settings where pentol is part of everyday snacking habits.

To extend engagement further, Sarimi Gelas introduced a virtual pentol cart on Roblox, allowing children to revisit the campaign concept within the gaming platform. The final layer involved pentol sellers, who could request Sarimi Gelas branding for their carts, extending the campaign's physical presence beyond its initial media run.

According to Sarimi Gelas' digital performance data, the campaign generated 73.2 million in total reach and 76.4 million views. On TikTok, the brand recorded 18 million views.

The offline activation attracted more than 500 children who hunted for pentol carts and submitted photo proof, while Roblox visits increased by 632,800 in a single month, according to Sarimi Gelas Roblox Creator Hub data.

Beyond consumer engagement, the campaign also generated interest among local vendors. More than 1,500 pentol sellers requested Sarimi Gelas branding for their carts, based on the brand's 2025–2026 sales area data.

The results highlight how the campaign extended brand visibility beyond its initial rollout, turning local vendors into additional physical touchpoints while maintaining a consistent experience across social media, gaming and everyday environments.

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