Farm Fresh takes a jab at Magnum ice cream in cheeky ad

Farm Fresh has stirred up chatter on social media after a cheeky Cream Hauz ice cream ad was spotted taking a direct jab at Magnum’s iconic tagline.

In a viral photo snapped at a convenience store, a Farm Fresh poster was placed side-by-side with Magnum’s “Stick to the original. Like a Magnum is not Magnum” ad. The local dairy brand responded with its own twist: “Like the original, tapi harga berbaloi” ('Like the original, but more affordable').

The post, shared by X user @zafirazafrin, quickly gained traction with over 25,000 likes and 9,100 reposts. Netizens were quick to rally behind the homegrown brand, praising Farm Fresh for “picking a fight” with a global giant and choosing to “stick to local.”

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The jab comes as Farm Fresh continues to push its Cream Hauz line of frozen desserts, which first launched in September 2024. The line includes a classic vanilla-and-chocolate variant that mirrors Magnum’s flagship bar, alongside two other flavours: chocolate ice cream coated in chocolate and nuts, and vanilla topped with chocolate and nut layers.

Backed by its 2023 acquisitions of The Inside Scoop and manufacturer Sin Wah Ice Cream, Farm Fresh’s Cream Hauz bars are built on premium local ingredients and supported by strong distribution. The ice cream itself is sourced from Inside Scoop, while Sin Wah powers logistics and manufacturing.

While the brand first shared its “Like the original” ad on Instagram in March, it flew largely under the radar with just 625 likes. It wasn’t until the in-store display was photographed alongside Magnum’s that the campaign picked up steam.

Some X users also pointed out a growing trend of brands playfully poking at rivals. One example includes Mr DIY’s “Everyone else increases their price, but we are increasing your savings” banner. Another highlighted ZUS Coffee’s billboard featuring a “Siti” beside Appeton’s ad starring the actual Siti Nurhaliza, a playful back-and-forth that recently escalated with Wonda Coffee’s latest OOH campaign featuring the real M. Nasir.

In that billboard, Wonda proudly claimed “Kopi Wonda kegemaran M. Nasir” ('Wonda Coffee is M. Nasir’s favourite'), a clear response to ZUS Coffee’s earlier ad which featured a man with the same name, only for fine print to reveal he was a maths teacher from Alor Setar.

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