The trend of bakery industry in Indonesia is continuously growing followed by Indonesians changing lifestyle along with the development of income improvement, as well as urbanization. Another trend in Indonesia is the rising sales in healthy food. Robins Bakery is a bakery that provides anti-diabetic bread that is made of sweet potato that made it low in sugar. Based on the researcher’s observation, since it was established in 2014, this home-bakery is still lacking in brand awareness and brand engagement. The aim of this marketing communication planning project is to increase the awareness of diabetes as a health problem in Indonesia where Robins Bakery come as a solution, and thus this planning is to increase its brand awareness and engagement. The plan will implement online promotional strategy mainly in social media Instagram and offline strategy. For the planning method, researcher is going to use “Zero Based Planning” by Tom Duncan (2008) and “Content Marketing” strategies specifically for Instagram by Matthew Sugiarto (2018). The success of this strategy can later be evaluated through media monitoring and also seen from the sales results after this strategy has been implemented.

Keywords : Marketing Communication Strategy, Instagram, Digital Marketing, Content Marketing, Brand Awareness, Brand Engagement