Bumboo GBM campaign

The Bumboo GBM (Gerakan Buka Mulut) Campaign was a culturally rooted movement designed to tackle one of the most common parenting challenges in Indonesia: picky eating, or Gerakan Tutup Mulut (GTM). By reframing GTM into GBM, the campaign positioned Bumboo not just as a baby food brand, but as a practical, everyday solution trusted by mothers. At its core, the campaign encouraged real product trial, using Bumboo’s meat floss and later Hap Hap Rice, to help children eat more willingly, turning a shared parental frustration into a positive, collective experience.

Supported by strategic collaborations with Key Opinion Leaders and Instagram affiliates, GBM gained scale while maintaining credibility through real-life proof. Running across late 2024 and throughout 2025, the campaign successfully drove brand awareness and trial by combining cultural insight, community participation, and social-first execution, establishing GBM as a movement, not just a promotion.