To ensure its relevance in the market again, sauce brand Kimball worked with Saatchi & Saatchi Arachnid to merge its brand name with the word “boleh“, which means “can be done” to form the new word “Kimball-leh”.
With the year-long campaign, Kimball aims to be a stronger challenger brand for sauces and drive engagement among consumers. “Kimball-leh” runs on print and online and positions the sauce as a mother’s partner in her every day cooking as it is able to bring out the best flavours in the dishes she prepares.
Saatchi & Saatchi Arachnid’s objective was to showcase the versatility of Kimball’s sauces and that they are able to elevate any dish to “new heights of deliciousness”. While the web film features Malaysian slices of life, the agency capitalised on the love of comedy among Malaysians. This resulted in a series of skits in the style that spans generations.
Meanwhile, the print execution carries the same flavour, showcasing illustrations that echo the style of a popular local cartoonist. Performics was also involved in the campaign, which will see various initiatives including festive campaigns.
Check out the videos here:
Creative head (Art): Constantine Chew
Creative director (Copy): Cheng Boon Chiew
Copywriter: Mohd Faris
Senior art director: Abdul Rizal
Client servicing: Terence Low/Stephanie Lye
Producer: Chen Yoke Wah and Kim Siew (Passion Plus)
Music and sound production: The Rec Room
(Video courtesy: Saatchi & Saatchi Arachnid)