Darlie Malaysia is presenting The Flavours of Semangat as part of the third instalment of its year-long #SemangatTogether campaign launched in April. The Flavours of Semangat features Malaysian food heroes Bruce Wong of Wongka, and Ahmad Munzir Shahril and Nurul Farah Hamizah of Cakoi Krabi.
Like many other local food operators, Wong, Munzir, and Farah spent a large part of the pandemic-ridden years selflessly feeding the needy with their signature dishes, despite struggling to keep their own businesses afloat themselves.
The Flavours of Semangat documents the unexpected help received by these three food heroes as they continued their journey in feeding the needy. In this film, Malaysians who were inspired by the kindness that these operators have been displaying throughout the pandemic joined hands to not only learn how to cook from them, but also help distribute the meals to various underprivileged communities. The film has garnered over a million social media engagements since its launch on 11 July.
Aside from the film, which was done together with FCB SHOUT, Darlie also launched The Flavours Of Semangat recipe book, which is a collection of recipes created by numerous Malaysian food heroes who have united people through their food.
Through these curated recipes, Darlie and the food heroes hope to inspire and empower people with the knowledge to prepare simple meals on their own. The digital copy of the recipe book is made downloadable on Darlie’s official website.
During the campaign period, Darlie is also offering purchases of the Darlie Twin Pack with exclusive LINE FRIENDS mugs that are designed to celebrate Malaysian food. Darlie Malaysia's GM, Ian Chew, said Malaysians are very proud of their amazing food. But beyond just how great the food tastes, this campaign has opened the team's eyes to what Malaysian food can truly do – lifting the spirits of the people in troubling times.
"Watch Wong, Munzir, and Farah, work so closely with Malaysians to prepare and deliver these wonderful meals of hope to those who needed them most was truly a humbling and inspiring experience. This journey absolutely captured what #SemangatTogether is all about – people coming together to help others build back what was lost," Chew added.
Meanwhile, Ong Shi Ping, co-owner and chief creative officer of FCB SHOUT, said: "They say that food is the identity of a nation. After watching The Flavours of Semangat campaign come to life, I cannot agree more. It absolutely encapsulated what being a Malaysian is all about."
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