How Farm Fresh turned its orange cap into a nationwide billboard statement

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

The idea, Farm Fresh's sales and marketing team told A+M, stemmed from a simple consumer truth. When Malaysians think of fresh milk, many immediately think of Farm Fresh’s orange cap. A spokesperson shared: 

Over time, the orange cap became our most recognisable brand cue, even more than the logo itself.

"As we went through a logo relabelling and standardisation exercise across all product lines, we saw an opportunity to elevate this orange equity into a unifying brand symbol," they added. 

Rather than introducing something new, the campaign focused on amplifying what consumers already associate with Farm Fresh. The result was a high-impact visual takeover aimed at “owning” orange as the brand’s unmistakable identity, regardless of product or format.

Don't miss: Samsung owns up to mysterious search results billboard spotted across Malaysia 

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. The spokesperson added: 

It wasn’t about inventing something new, but amplifying what customers already associate strongly with us.

Beyond outdoor media, the campaign extended into social and digital platforms, where Farm Fresh reposted campaign visuals and launched its #SpotFarmFreshOrangeMY Instagram contest. In-store, the bold orange branding played a functional role, helping shoppers easily spot Farm Fresh products from afar, even without changes to planograms.

To bring the visuals to life, Farm Fresh collaborated with 3D artist Amirah, whose modern and premium aesthetic helped make the orange identity pop across both digital and DOOH environments. Her scroll-stopping 3D style added depth and freshness to the colour-led concept, ensuring the campaign stood out visually without relying on heavy messaging.

"At its heart, the campaign is about reinforcing instant recognition and trust. We want consumers to immediately think: 'Orange means Farm Fresh'," the spokesperson shared. "By owning and consistently showcasing the orange identity, we’re strengthening the idea that when shoppers see that colour— on shelves on screens, or outdoors— they know they’re getting fresh, high-quality dairy from Farm Fresh," they added. 

The campaign's concept, visual direction and strategy were developed entirely in-house by Farm Fresh, and the brand tapped a media agency to support with the digital billboard placements. Ultimately, the "Orange" campaign was aimed at strengthening brand recognition and building top-of-mind awareness, while supporting the brand's logo relabelling exercise that visually ties its products back to a strong recognisable brand cue. 

"It wasn’t about pushing a single product. Farm Fresh has a wide and growing portfolio, and the goal was to bring the entire family of Farm Fresh products together under one strong, recognisable identity, making the brand feel more cohesive and instantly identifiable across all ranges," the spokesperson shared. 

Last year, Samsung Malaysia pulled off a DOOH billboard stunt which also caught commuters' attention. After a week of content creators and KOLs creating buzz around a mysterious search results billboard spotted in Kuala Lumpur, the brand later owned up to it, revealing that the billboard was a teaser for the Samsung AI TalkSpot with Galaxy S25 Series, featuring Google's voice command AI assistant Gemini Live.

From a first glance, the billboard appears to be a blunder by a billboard administrator, who seemingly searched up phrases such as "who is M Nasir", "what does cat food taste like", and "why body itchy after thrifting". Not to mention, the queries were also paired up with the well-known Windows "blue screen of death", which is a critical system error screen displayed when the operating system encounters a serious problem. However, if one took a closer look, the stop code on the bottom of the blue screen reads: "INI_LIVE_GEM", which wittingly spells "GEMINI LIVE" when reshuffled, Samsung shared in a social video.

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