Kara puts Malaysian favourites on the road

Kara is bringing some of Malaysia’s most-loved dishes to motorists nationwide, using digital out-of-home (DOOH) creative to showcase how its coconut cream can be used across everything from nasi lemak and gulai ('coconut-based curry') to kuih lapis ('layered rice cake') and ais krim potong ('traditional ice pops').

Created by Muma Malaysia, the 15-second creative puts Kara Coconut Cream at the centre of familiar Malaysian favourites, highlighting its rich, aromatic flavour and creamy texture across both savoury dishes and desserts.

The campaign also spotlights Kara’s range of five coconut cream extract pack sizes, spanning 65ml to 1000ml.

Don't miss: Who’s behind these massive unbranded DOOH displays across KL?

According to the brand, the range is designed to cater to different household sizes and cooking occasions, from preparing nasi lemak for two to making a large pot of curry for a gathering.

Cheong May Yeen, head of marketing at Kara, said the campaign was designed to show how the different pack sizes can fit into the preparation of local dishes while giving the brand’s communication a fresh approach.

"Households today vary greatly, from singles and couples to medium-sized families and multi-generational homes. As serving sizes vary, so do recipes," she said.

The campaign comes as Kara seeks to stay relevant to changing consumer needs and expand the role of coconut across everyday consumption occasions, according to Kara Marketing general manager Susanto Lee. 

"As a specialist in the coconut category, Kara is focused on understanding evolving consumer needs and identifying new opportunities to make coconut more relevant across everyday consumption occasions," he said.

Meanwhile, Muma co-founder and creative partner Choo Chee Wee said the agency kept the creative deliberately simple, allowing the food and product to carry the message.

"We picked familiar Malaysian favourites to show the versatility of Kara Coconut cream extract across both savoury dishes and desserts," he said.

With only 15 seconds to make an impression, Choo said the creative was designed to keep the message focused and let "the food, the product and the pack range speak for themselves."

The campaign builds on Kara’s recent efforts to expand coconut beyond traditional cooking occasions. In September, the brand marked its first World Coconut Day with activations across five Klang Valley transit hubs, where it distributed close to 6,000 coconut-based treats, alongside a nationwide digital campaign, radio contest and eCommerce promotion.

The push followed Kara’s launch of Barista Coconut Milk late last year, as the brand looked to bring coconut into everyday beverages, specialty coffees and modern desserts. 

Related articles:   
McDonald's MY puts the 'golden' in Bukit Bintang's golden triangle with DOOH stunt 
Karta goes 'Kaw-kaw-nut' in new coconut water campaign 
Netflix MY brings 'ibu jari pelik' to the streets of KL