F&N Ideal cooking up celebrity chef effort

• F&N Dairies appoints Creative Juice\Sil to promote Ideal Evaporated Milk
• Will launch reality TV show
• Aim is to reinforce Ideal brand's culinary reputation
  

Malaysia - F&N Dairies has appointed Creative Juice\Sil to market its Ideal Evaporated Milk product through a reality TV contest.

The eight half-hour reality show airs weekly on 6 August on TV3, and the brief was to reinforce Ideal's premium imagery focusing on culinary indulgence. Through this platform, it hopes to inspire a new variation of recipes using Ideal milk.

The search for the celebrity chef includes a RM30000 cash prize, and Ideal will provide the winner with training under a real celebrity chef and sponsor the publication of a recipe book.

Three judges will provide contestants with a cooking task and will eliminate contestants at every level, and one of the judges, celebrity chef Zam, will also train the winner as his apprentice.

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