Padigiling: Embracing Traditions in the New Era

In the heart of Indonesia’s culinary heritage lies Padigiling, a brand known for its signature tumpeng and liwet dishes. Originally operating from a humble offline store, Padigiling brought comfort and nostalgia to every family table. But as digital behavior shifted, so did the brand’s vision. Realizing that staying offline could limit their potential, Padigiling’s founder sought to explore broader, more scalable channels.

That’s where our team at WISHLIST stepped in—to turn heritage into a high-growth digital story.

Challenge

From Local Favourites to Digital Discoveries

Padigiling had strong brand equity in its local area, but its digital footprint was minimal. There was little-to-no marketplace optimization, limited product exposure, and no ad strategy in place.

A Founder’s Ambition

The founder’s goal was clear: increase production and grow sales. However, success in a fast-paced digital marketplace like Tokopedia requires more than just great food—it demands smart strategy and visibility.

Approach

Optimizing for Growth on Tokopedia

Our team began with a foundational setup—creating well-structured SKUs, auditing product listings, and aligning naming conventions based on keyword research. We developed pricing strategies grounded in marketplace behavior and worked to establish relevance in category-specific searches.

Driving Results with Data-Backed Ads

With Tokopedia’s promotional tools, including Tokopedia NYAM!, we launched targeted ad campaigns that emphasized product uniqueness and timely offers. Through continuous A/B testing and analytics, we refined the messaging and budget allocation for maximum impact.

Result

From Marketplace Makeover to Measurable Growth

With marketplace setup optimized and ads launched, results began to snowball:

0 x

increase in revenue 💰

0 x

increase in Return on Ads Spent (ROAS) 📈

0 x

increase in total orders 🛒

The brand now ranks at the top of keyword search results for “tumpeng” on Tokopedia—cementing its position as a go-to choice for traditional celebration meals.