Julie's Biscuits serves snacks and smashes with pickleball activation

Julie’s Biscuits is blending bold tastes with sporting thrills in its latest campaign, #WhereFlavourMeetsYourGame, rolling out a four-day brand activation at Sunway Pyramid, Malaysia.

Running from 12 to 15 June at the mall’s Blue Concourse, the activation invites shoppers to sample two of the brand’s punchy flavours - sweet chili cheese and sour cream and onion - while taking a swing at pickleball on a court set up right in the mall.

The campaign aims to draw footfall and flavour fans alike, tying taste and play together in one interactive space. The tagline “Where flavour meets your game” returns as a rallying call for both snack lovers and sports enthusiasts.

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According to Tzy Horng Sai, director of Julie’s Biscuits, the idea of setting up a Julie's-themed pickleball court was inspired by the brand's desire to translate the bold personality of its two sandwich biscuits into a playful, tangible experience.

“Pickleball, being vibrant, fast-growing, and inclusive across all age groups, felt like the perfect fit. It’s a little unexpected -just like the flavours themselves. What we’ve created is more than just a court -- it’s a fully immersive setup complete with photo-worthy installations, flavour-inspired activities, and exciting giveaways. It’s a space for people to play, engage, and experience the Julie’s brand in a whole new way," Sai told A+M.

While brand awareness remains a core objective, the initiative forms part of a wider campaign supported by digital amplification, influencer engagement, and on-site experiences.

Julie's has also extended its reach through DOOH placements across the Klang Valley to ensure that its two new flavours are felt, seen, and remembered. 

Pickleball is gaining popularity in Malaysia, with more brands tapping into the sport. In fact, earlier in February this year, creative agency Chariot Agency sponsored two Malaysian pickleball teams, Infinity Sports Academy and Subang Jaya Pickleball Club to develop the sport on a competitive level both locally and globally. 

Through the sponsorship, the agency aims to ensure that Infinity Sports Academy and Subang Jaya Pickleball can focus on their training, competitions and overall performance rather than having to seek funding for tournament entries, equipment and travel expenses. 

Not long after, Malaysian pickleball facility Pickle Social Club (PSC) collaborated with homegrown streetwear brand Pestle & Mortar clothing to launch the "Off the court collection" inspired by the culture of pickleball beyond the game. 

The collection is based on the moments which define the sport beyond the scoreboard such as the casual courtside conversations, the pre-game rituals and the friendships that form whether you're there to compete or just hang out. 

It is also a collection made for those who know the best moments happen when they're off the court such as relaxing, connecting, and letting the game take a backseat to good company, said Pickle Social Club in a statement sighted by A+M.

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