How ABC brought a thousand flavours to Ramadan

ABC (Sos ABC Malaysia) has partnered with local mosques in Malaysia as part of its wider “Satu rumah seribu rasa” ('A house of a thousand flavours') campaign, aiming to embed the brand into everyday Ramadan and Hari Raya routines.

The initiative, which took place on 26 February and 5 March, saw the brand collaborate with Masjid As-Salam and Masjid Kg Tunku to provide iftar (break fast meal) and moreh (late night meal) meals for surrounding communities. It was spearheaded by social media agency Actstitude.

The campaign centres on the idea of “one home, a thousand flavours”, positioning ABC sauces as a way for households to create a variety of dishes across sahur (pre-dawn meal), iftar and moreh, even with limited preparation time.

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As part of the activation, food preparation began in the afternoon, with dishes cooked using ABC sauces and distributed to attendees during iftar and later for moreh. Booths were also set up at the mosque grounds, offering goody bags containing aprons, green packets and a selection of sauces to encourage product trial.

Actstitude worked with mosque leaders across the Klang Valley to facilitate the collaboration, identifying ways the brand could contribute meaningfully to meals prepared and shared during the fasting period.

Promotional booths and buntings (small decorative flags) were also set up on-site to increase brand visibility, while attendees were introduced to products including ABC saus manis (sweet sauce), ABC kicap manis (sweet soy), ABC kicap masin (soy sauce) and ABC sos manis pedas (spicy and sweet sauce).

Beyond on-ground efforts, the campaign also included key opinion leader (KOL) partnerships aimed at showcasing the versatility of ABC’s sauces. Its content focused on helping consumers plan and prepare meals more easily throughout Ramadan, while encouraging experimentation in the kitchen.

The broader push reflected a strategy to tie product usage to culturally significant moments, while driving both awareness and trial through community engagement and digital amplification.

The mosque activations build on ABC’s earlier collaboration with Actstitude on its "Project pedas" ('Project spicy') campaign in October 2025. Prior to this, the brand rolled out a high-visibility activation in Kuala Lumpur to launch its ABC Pedas range, transforming high-traffic areas such as Bukit Bintang, including Pavilion and Lot 10, into immersive brand spaces. The campaign featured sampling booths, interactive touchpoints and oversized, life-sized ABC sauce bottles carried through the streets to spark curiosity and social sharing.

Members of the public were invited to try different Pedas variants, snap photos with the installations and receive limited-edition merchandise such as aprons and complimentary sauces. The activation was supported by influencer partnerships and digital amplification, with content repurposed for ongoing social storytelling.

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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