Café Mesra appoints agency for first digital and PR push in Malaysia

Café Mesra has named Mad Hat Asia as its agency partner for social media, influencer engagement, activation, and public relations, marking its first major foray into the digital space.

Born during the pandemic, Café Mesra is a relatively new player in the F&B space. As such, there was no incumbent agency involved in the review, the agency told A+M .The appointment is for a 12-month period with the option to renew for another year.

The scope of work covers shaping the brand’s digital voice and visibility across the Malaysian market through a mix of always-on content, activations, and PR efforts. Mad Hat Asia officially launched Café Mesra on social media in May 2025 across TikTok, Instagram and Facebook.

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Since launch, the agency has rolled out a mix of trending TikTok content and educational pieces to introduce Malaysians to Café Mesra’s story and diverse offerings, including barista-quality coffee-on-the-go, fresh pastries, and savoury snacks.

According to Tan Kim Tai, manager, promotion and trade marketing department for Mesra Retail & Cafe Sdn Bhd, “Partnering with Mad Hat Asia is part of our bigger vision to launch Café Mesra’s presence in the digital space. We were looking for a team that understands how to create real, relevant connections with our audience — and we look forward to rolling out exciting initiatives this year together.”

Speaking on the appointment, Mad Hat Asia said its track record in building consumer lifestyle brands and crafting engaging, high-impact storytelling was key to the win. “Café Mesra was looking for a partner who could translate its warm, community-first spirit into the digital realm—and our creative approach made us the right fit,” the agency shared.

“We’re genuinely excited to be partnering with Café Mesra, especially at this impactful juncture of launching their social media presence across Facebook, Instagram and TikTok. We thrive when we work with client partners who are all in on creating real, relatable and resonant connections — and who aren’t afraid to show up with heart and a huge dose of humour” added Kim Chew, social media lead at Mad Hat Asia.

In the months ahead, Café Mesra and Mad Hat Asia will roll out a series of integrated initiatives aimed at deepening engagement and broadening reach. Among them is the brand’s new "price reduction" initiative, launched in a time of rising costs. The initiative underscores its commitment to value for customers. More campaigns are expected to launch in the coming months. 

Café Mesta adds to Mad Hat Asia's roster of new wins this year. The agency recently secured Innocean Worldwide Malaysia's PR and communications remit for Hyundai Motor Malaysia, and Ayam Brand's PR and communications remit, covering the brand as well as its sister brand Alce Nero under A. Clouet Malaysia

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