Inside Scoop’s latest campaign invites Malaysians to rediscover home

Homegrown ice cream brand Inside Scoop is inviting Malaysians to rediscover the country through taste with its latest campaign, “Rasa-Rasa Malaysia” (Flavours of Malaysia), running from 6 April to 11 May 2026.

Developed in collaboration with TBWA Malaysia, the campaign reimagines local ingredients as premium ice cream flavours, positioning each scoop as a “destination” inspired by different states across the country.

At its core, the initiative aims to spotlight Malaysia’s rich produce and culinary heritage, encouraging consumers to reconnect with familiar ingredients in a new, playful format. From packaging to in-store experiences, the campaign leans into themes of travel and discovery, turning each visit into what the brand describes as a “journey across Malaysia”.

This is further brought to life through a nostalgic visual direction inspired by postal stamps and travel memorabilia, with each flavour designed to feel like a collectible souvenir tied to a specific place.

Don't miss: Inside Scoop appoints PR agency for its 'Rasa-rasa Malaysia' campaign 

For Inside Scoop, the campaign also builds on the momentum of its well-received 'Lokal Legends' series.

“'Lokal Legends' is our annual tribute to the home-grown brands we love, and Rasa-Rasa Malaysia is the natural evolution of that, shifting the focus from products to places,” said Shamitra Francis, marketing manager at Inside Scoop, in conversation with A+M.

“It’s an apt follow-up because it expands our mission from brand collaborations to celebrating the heritage of the place we call home. We wanted to challenge ourselves by running two distinct local campaigns this year, a strategic move to showcase the full breadth of the Malaysian identity," she added.

According to Nur Iman Omar, business director at TBWA Malaysia, the campaign was conceived as a way to turn everyday Malaysian ingredients into stories worth rediscovering.

“People often forget the wonders their own home holds, the produce, flavours and food traditions that shape our identity. We wanted to unearth these treasures and bring them forth through a brand that could celebrate them in a fresh, culturally resonant way,” she told A+M.

The creative direction draws heavily from the nostalgia of travel. “Sending postcards home, collecting stamps and holding onto little mementos that carry the feeling of a place long after you’ve left it. That was the spirit we wanted Rasa-Rasa Malaysia to evoke,” she added.

Each flavour is positioned as a destination, with packaging designed like collectible stamps, turning every Inside Scoop outlet into a “stop” on a nationwide flavour trail.

Rooted in discovery

The campaign also ties in with Malaysia’s broader tourism push through a collaboration with Visit Malaysia 2026 (VM2026).

“With Cuti-Cuti Malaysia putting renewed focus on discovering our own backyard, we saw an opportune moment to invite Malaysians to look at the place we call home with fresh eyes,” said Omar.

The partnership adds a layer of cultural legitimacy, said Francis. “The partnership with VM2026 triggers curiosity and signals that these flavours are a real tribute to our heritage, not just a gimmick. This drives interest because people feel a sense of home-grown pride.”

A key feature of the campaign is an “ice cream passport”, a stamp rally rolled out across Inside Scoop’s outlets nationwide.

Co-developed by TBWA and the brand, the concept builds on the idea of collecting travel mementos. Customers can collect unique stamps, created by Inside Scoop's in-house design team, at each outlet, effectively creating a personalised “passport” of their flavour journey.

“The idea was to make exploration feel playful and collectible,” said Omar, adding that it encourages customers to discover new outlets and experiences over time.

From ingredients to identity

Beyond the creative, the campaign also reflects a deeper shift in how the brand approaches flavour development.

Rather than recreating well-known Malaysian desserts, Inside Scoop chose to spotlight raw, lesser-known local ingredients tied to specific states.

“The direction for the flavours started with a desire to move beyond typical Malaysian dessert recreations,” said Francis. “We wanted to dig deeper by shining a light on the actual raw ingredients that make those states unique.”

Examples include Johor’s Liberica coffee beans and Sarawak’s gula apong (Nipah palm sugar), which were transformed into ice cream flavours that balance authenticity with a premium experience.

TBWA, meanwhile, provided the overarching framework of a “flavour journey”, which was further refined through close collaboration with the brand’s culinary team.

For Inside Scoop, partnering with both creative and PR agencies, such as TBWA and GO Communications, was key to scaling the campaign beyond product.

“We value collaboration in bringing big ideas to life. While we are experts in crafting ice cream, we wanted partners who could help us find the emotional heartbeat of our flavours and amplify it on a national scale,” Francis said.

Back in August 2025, Inside Scoop turned nostalgia into dessert with the return of its popular 'Lokal legends' collection. For its second edition, the homegrown brand has teamed up with six iconic local F&B favourites — Gardenia, GSC, Julie’s, Beryl’s, ZUS Coffee, and Farm Fresh — to create limited-edition flavours inspired by some of Malaysia’s most beloved treats.

The collection transforms nostalgic favourites into creamy, handcrafted ice cream, celebrating the country’s culinary heritage.

Andrew Hong, head of marketing at Inside Scoop, told A+M at the time that planning for the collection began as early as March. “When we launched the first 'Lokal legends' in 2024, we asked ourselves how we could celebrate Merdeka meaningfully without resorting to discounts. We realised that the brands we grew up with truly shaped the Malaysian experience, and we wanted to tell that story differently,” he said.

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.


Related articles: 
Inside Scoop celebrates 12 sweet years with blind box plushies 
VM2026 gets a caffeinated boost as Bask Bear Coffee & Toasties sponsors tourists and locals
New KL Monopoly edition rolls out with local partnerships for VM2026 push