Lactel spreads ‘goodness’ across CNY and Raya with dual festive push

As Malaysia celebrates Chinese New Year and Ramadan Raya back-to-back, Lactel has rolled out a dual festive campaign designed to connect both occasions under a shared message of togetherness and inclusivity.

In partnership with creative agency THE SHOUT GROUP, Lactel launched “Kebaikan digemari rakyat Malaysia" (Goodness that Malaysians love), positioning its yogurt and yogurt drinks as symbols of both emotional and functional goodness during the festive season.

The campaign shines a spotlight on Lactel’s Natural Set Yogurt and Greek Style Yogurt, highlighting their role in bringing nutritious, refreshing and tummy friendly options to festive tables.

“Goodness has always been an essential part of Malaysian cultural and religious celebrations,” said Joselynn Lim, head of marketing at Lactalis Malaysia. “Besides the emotional goodness, Malaysians also enjoy the functional goodness in the festive specific treats, snacks and meals."

This also builds on the company's nutritious and tummy-friendly products, "allowing consumers to enjoy the goodness of Lactel while maintaining their wellness throughout the festive season. Together with our agency partner THE SHOUT GROUP, we’re meeting goodness with goodness," added Lim. 

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Rather than taking a heavily narrative or dramatic route, the campaign puts the product front and centre. According to Syahriza Badron, managing director at THE SHOUT GROUP, simplicity was key to standing out during the crowded festive period.

“Every brand approaches festive in their own way,” she said. “Some brands tell emotional stories, others challenge their audience to reframe the way they celebrate. But sometimes, a simpler approach is the most effective. In Lactel’s festive campaign, the product itself takes centerstage, showing how goodness, metaphorical and literal, is the beating heart of every festive moment. And that’s what makes Malaysian celebrations special.”

The integrated campaign launched with two festive films, one for Chinese New Year and one for Ramadan, depicting how Lactel plays a role in small gestures and interactions during celebrations. The films underscore how everyday acts of sharing food can reflect broader values of care and community across cultures.

Complementing the films are three Lactel inspired festive recipes, yee sang (prosperity toss), begedil kentang (fried potatoes) and ketam masak lemak (crab in gravy), created by the brand’s in house chef. The recipes encourage Malaysians to incorporate Lactel yogurt into traditional dishes, reinforcing the campaign’s focus on wholesome cooking and shared meals.

The campaign went live from 2 February 2026 across digital, trade and social channels. A KOL activation was also rolled out to amplify the festive recipes and promote healthy, home cooked options for loved ones.

On ground, Lactel extended the experience through sampling activities and mini roadshows, where consumers were introduced to the featured recipes and products firsthand. By bridging screen and physical touchpoints, the brand aimed to strengthen consumer confidence that it delivers on its promise of “Goodness that Malaysians love”.

This dual-festive campaign marks THE SHOUT GROUP's first few assignments with Lactalis Malaysia, after announcing its recent appointment as creative agency for Lactel and QBB. 

Meanwhile, other brands across the country have also been leaning into the back-to-back Chinese New Year and Ramadan seasons. Mamee-Double Decker has launched "Meeriah 2gether", a 10-episode vertical micro-drama inspired by a uniquely Malaysian cultural moment. In 2026, Chinese New Year on 17 February arrives just as Ramadan begins on 19 February, with Raya following close behind.

Premiering on 20 February, the short form series is designed for scroll culture and built specifically for platforms where audiences consume snackable, episodic content. Rather than creating a conventional festive advertisement, the brand opted for entertainment led storytelling that mirrors how Malaysians actually navigate overlapping traditions.

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