Farm Fresh appoints new head of brand and eCommerce

Farm Fresh has appointed Jules Yeo as its new head of brand and eCommerce, as the Malaysian dairy player looks to deepen its consumer connection and scale its brand across categories and markets.

Yeo joined the company at the end of February, and reports to group managing director and CEO, Loi Tuan Ee.

He joins from a recent stint as head of marketing for Oriental Kopi, Beutea and Verrona Hills. Prior to that, Yeo was head of Farm Fresh Digital, where he led the growth of the brand’s eCommerce arm. He also previously worked as a brand specialist at F&N and TIME dotCom.

In conversation with A+M, Yeo said he was drawn to the role by the combination of strong fundamentals and room to grow. “What drew me to Farm Fresh is the rare combination of it being a highly trusted and purpose-led brand, along with the opportunity to scale its impact further."

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“Farm Fresh has already built something very unique. It enjoys genuine consumer trust, strong local affinity, and a clear brand story rooted in freshness and transparency. From my perspective, that creates a powerful foundation from which I can further elevate its brand storytelling," added Yeo.

In his new role, Yeo is tasked with driving brand strategy and translating it into measurable growth. 

“This includes leading integrated marketing, ensuring a consistent end-to-end brand experience, and strengthening consumer engagement, while also educating consumers on Farm Fresh’s products, quality, and values. The key objective is to build brand equity and drive performance in tandem with that," he said. 

Looking ahead, Yeo signalled a push towards more distinctive, culturally anchored work that builds both love and understanding for the brand.

“What you can expect from Farm Fresh in the year ahead, is a continued shift towards more distinctive, culturally-driven, and highly recognisable brand work, paired with stronger consumer education,” he said.

“On the branding side, we’ll build on what’s already working, leaning into iconic assets like the brand’s visual identity and strengthening ownership of them at scale," added Yeo. 

From a campaign perspective, Yeo has set his eyes on more storytelling-led work that connects emotionally and culturally. "Similar to how recent festive campaigns have evolved to embrace different entertainment formats, blending film, music, and long-form content to deepen engagement.”

He added that a key priority will be making the brand’s “grass-to-glass” model, product quality and nutritional benefits more compelling to consumers. “A key priority will also be consumer education, making it clearer so consumers understand not just what we sell, but why it matters."

Speaking further, Yeo is most excited about shaping a more distinctive, end-to-end brand experience and unlocking the next phase of growth for Farm Fresh by deepening its connection with consumers.

“The eventual goal is for Farm Fresh to be a multicategory champion both in Malaysia and regionally. Ultimately, it’s about compounding brand equity and building a brand that is not only loved but also trusted by every household,” he said. 

Earlier in the year, Farm Fresh made a bold statement in Malaysia’s competitive advertising landscape by doing less, but doing it louder. With its “Orange” campaign, the dairy brand transformed one of its most familiar brand cues, the iconic orange cap, into a nationwide visual signature designed to drive instant recognition.

The campaign rolled out across a mix of digital out-of-home, digital platforms and retail touchpoints. Central to the execution was a DOOH push spanning 20 high-visibility digital billboard locations nationwide, selected for their presence in key urban and high-traffic areas. The repeated exposure ensured the orange visuals became a familiar sight during daily commutes, reinforcing memorability through sheer consistency. 

For Hari Raya 2026, Farm Fresh turned up the nostalgia with its 2026 campaign, “Bersama semoola”, a music-led film that brought together humour, heart, and a touch of retro flair. Anchored in the spirit of reunion, the campaign follows four former bandmates from the 1970s as they attempt an unlikely comeback, striking a chord between past memories and present-day connections.

For Chinese New Year, the team partnered with Reservoir Productions on a brand film that blended genAI and live-action craft, portraying Loi Tuan Ee and others as Chinese magicians attempting to create Farm Fresh’s Moola Chocomalt beverage.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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