Leo Burnett Malaysia together with the country’s dairy leader, Dutch Lady Malaysia have launched a “CartonSwap” campaign to address the nutritional shortage of Malaysians triggered by the egg shortage situation across the country. The campaign will see the creation of a pop-up store which allows anyone to exchange empty egg cartons for a free carton of milk of Dutch Lady milk and highlight to families the little-known fact that milk also is an excellent source of protein.
According to the 2nd Southeast Asian Nutrition Survey (SEANUTS II), Malaysia is going through an invisible epidemic with one in three children not having breakfast daily, and over 20% at risk of stunted growth. This is further exacerbated by the national egg shortage which means that Malaysians are more likely to be missing out on daily protein needs - in addition to calcium and vitamin D.
Neil Hudspeth, CEO of Publicis Groupe Malaysia and global client leader Asia Pacific, said, “As the country faces unprecedented times, it calls for innovative and unique solutions to help Malaysians stay nourished and healthy at all times. I’m delighted that through our continued collaboration and belief that great work delivers impactful business solutions, we are excited this CartonSwap initiative will help keep Malaysians optimally nourished throughout this egg-ache.”
In July this year, Dutch Lady Milk Industries named Imun Lim as marketing director. Lim oversees the entire marketing function in Malaysia and as part of the Dutch Lady Milk Industries management team, Lim plays a key role in driving the company's purpose of "Nourishing our planet and people in every stage of life". Lim was most recently commercial director at The Arnott's Group, joining in 2020 as marketing director.
She has more than 20 years of experience mainly in the F&B industry, focused on both, brand and product marketing with commercial experience having worked with companies such as P&G, Coca-Cola, Fonterra, Samsung, and Munchworld Marketing. She is also no stranger to the DLMI family, having previously worked for FrieslandCampina business development unit as international marketing manager.
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