We launched the campaign with a bang, using new research, a fresh call to action, compelling news and feature angles, and a high profile ambassador ? Chinese-Malaysian celebrity cook, Poh Ling Yeow ? to create buzz. This was backed by fresh digital and creative assets, stunning recipes and video content, promotions, and major experiential activations at Taste of Melbourne and Taste of Sydney, all leveraging partnerships with retailers, chefs, restaurants and producers. An integrated social media strategy also worked to generate word of mouth and create an engaged army of Malaysian food devotees.
Beyond world-class media and social results, in just 12 months this campaign delivered outstanding outcomes for all stakeholders including a six per cent increase in the trial of Malaysian food, 30 per cent increase in foot traffic for key restaurant partners and up to 70 per cent sales growth for local Malaysian product distributors. Poh’s cooking videos have received more than 200,000 views.
6%increase in trial
30%increase in foot traffic for key restaurant partners
70%sales growth for local product distributors
200K+views of Poh’s cooking videos