ABSTRACT
The shift in consumer behavior in fulfilling food needs is marked by a large number of requests for frozen food products. Waroeng Soejo, one of the small and medium-sized enterprises established in Bandung, captures this opportunity by processing some of its menus into frozen food. However, these products are not widely known by new consumers due to intense competition in this digital era. It is assumed that there is a lack of promotional activities to raise the company's brand awareness. This study uses a qualitative research method with descriptive analysis and the results are used in the AISAS method to be implemented in a promotional strategy for the target audience aged 20–30 years. The result of this study is a proposed promotional strategy through digital channels that can help the brand to be known by new consumers.
