Get charmed by Julie's sweet biscuit-inspired accessory

Julie’s Biscuits is taking a fashionable turn with its latest campaign, unveiling the "Charm clutch", a limited-edition handbag inspired by its luxury dessert biscuit, Charm.

Available as a free gift with purchase (GWP), the clutch is designed to reflect the indulgent look and feel of the chocolate biscuit, and is redeemable with the purchase of any two packs of Charm biscuits throughout May.

The campaign kicked off with a guerilla activation at Pavilion Kuala Lumpur, where a sharply dressed bodyguard was stationed next to the display of the clutch, guarding it like a piece of fine jewellery. The scene quickly caught the attention of curious shoppers, many of whom stopped to ask questions and snap photos.

Don't miss: Why food and fashion is a delicious combo marketers can't seem to resist

The campaign is part of Julie’s broader effort to tap into the growing trend of food-inspired fashion and experiential retail. The Charm clutch is made with a velvety material to mimic the texture of the biscuit and is designed to function as both a fashion accessory and a tribute to the brand’s signature treat.

In-store pop-up booths will run at selected TF Value-Mart locations until 14 May and AEON outlets until 21 May, offering opportunities for shoppers to redeem the clutch, enjoy giveaways like balloons, and even spot the bodyguards from the campaign.

Julie’s Director, Tzy Horng Sai, said the brand wanted to go beyond just offering another snack. “Charm was designed for the modern palate. Two years on, it has grown into more than just a biscuit. The Charm velvet clutch is our way of honouring that connection, by transforming a beloved snack into a fashion statement that speaks to style, playfulness, and the little luxuries we live for,” he said.

Kevin Poh, executive creative director of GOVT Singapore, added that the campaign aimed to elevate the giveaway experience. “When it comes to GWPs, it’s usually a cookie-cutter affair. So, we decided to turn the giveaway into an even bigger deal, by staging it like you would a high-end diamond piece right in the heart of KL’s shopping district to create talkability," said Poh.

Charm biscuits are available in double chocolate and tiramisu flavours. Each pack contains eight mini sachets, with two biscuit pieces in each. Shoppers are able to redeem the Charm clutch with the purchase of any two packets of Charm biscuits at participating AEON and TF Value-Mart stores in West Malaysia, or through Julie’s official stores on Shopee, Lazada, PG Mall and TikTok.

A recent MARKETING-INTERACTIVE analysis piece highlighted that in recent years, food brands have increasingly adopted clothing drops as a unique marketing strategy to seemingly engage consumers and create buzz around their products. For instance, in October last year, Ya Kun Kaya Toast collaborated with athletic apparel and footwear brand adidas to unveil "Raise a toast". 

Across the border, Malaysian coffee chain ZUS Coffee collaborated with local clothing brand Pestle & Mortar Clothing to release a limited-edition collection. This year, McDonald's Singapore collaborated with screen printing company Konstrukt Laboratories to make its delectable fan-favourite McGriddles wearable. 

Speaking with MARKETING-INTERACTIVE, Ritu Nakra, general manager at Landor Delhi, flavour and fashion teaming up together is a great playground for disruptive storytelling. A fashion platform gives the brands a role beyond the traditional consumer journey with strong saliency in micro moments of the consumer’s lifestyle.

"These collaborations also help food brands stay trendy, tap into pop culture and drive cultural relevance. Wearing the food brand’s apparel turns consumers into brand advocates," she added. 

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