Ayam Brand picks new PR agency

Ayam Brand has appointed Mad Hat Asia for a 12-month retainer covering PR and communications. The remit also covers its sister brand Alce Nero, under A. Clouet Malaysia. The contract will run from April 2025 to March 2026.

The agency's scope includes strategic PR, media relations, influencer engagement, content development and campaign management. Mad Hat will handle everything from planning and press office support to creative press kit ideation and media outreach across multiple campaign moments throughout the year, the agency told A+M.

Each brand targets distinct audiences with Ayam Brand focusing on heritage and nutritional relevance, while Alce Nero aims to boost awareness in the health-conscious organic food segment.

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The appointment is Malaysia-focused. Mad Hat Asia credits its win to "chemistry, capability and clarity of vision", citing its strong track record with multi-brand PR, deep knowledge of Malaysia's food and lifestyle media, and a senior-led, proactive team.

Work began in April with the "Makan lain macam" ('Meals done differently') campaign. Under the "Makan lain macam" umbrella, the agency kicked off with "Segar tetap terasa" ('Freshness you can taste') campaign, spotlighting Ayam Brand's sardines and mackerel through bold, fusion-friendly storytelling designed to elevate everyday meals while staying true to the brand's heritage.

Looking ahead, Mad Hat Asia will build on the "Makan lain macam" platform with new product launches and a CSR initiative under #AyamBrandBersamamu, focusing on community nourishment and nutritional education.

For Alce Nero, the focus remains on raising visibility and making premium organic food choices relevant to Malaysian consumers.

“Ayam Brand has over a century of heritage and finding a partner who could modernise our message without losing that legacy was critical. Mad Hat brought a fresh, strategic lens that respected our roots while helping us stay culturally relevant. They didn’t just amplify our voice — they helped us evolve it and incredibly valuable,” said Teoh Wei Ling, head of marketing at Ayam Brand.

“We’re honoured to be entrusted with Ayam Brand and Alce Nero’s next chapter. Ayam Brand is a household name in Malaysia that has reached global shelves without losing the heart of its Southeast Asian roots, working with client partners who are values-driven, agile and open to fresh thinking makes the work meaningful and genuinely exciting. The team’s buzzing to be part of a brand story that’s still unfolding,” said Rubini Maruthian, Malaysia country head, Mad Hat Asia.

Meanwhile in Singapore, the agency was appointed as Mount Faber Leisure Group's PR partner earlier in April this year too. The retainer is for two years with the option to extend for another year.

As the chosen PR agency, Mad Hat Asia will be tasked to elevate MFLG's brand as well as refine its communications strategy. It will also play a key role in driving the company's future growth.

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