Hong Kong-based food company Lee Kum Kee has launched a new campaign for its Mahsuri sauce-range featuring Malaysian actor Shaheizy Sam.
Created by TBWAKuala Lumpur, this is the first time the company is targeting the regional Malay market. The campaign will make its debut in Malaysia, Singapore and Brunei with subsequent launch in Indonesia.
The integrated campaign centers on the antics of Sam and his efforts to help Malay cooks maintain Suci Sejahtera with the help of Mahsuri Manis (sweet) and Mahsuri Pedas (spicy) sauces.
The campaign will run on TV, print, radio, digital, and social media such as Facebook along with public relations.
TBWAKuala Lumpur was appointed after it created the ‘Suci Sejahtera’ strategy for the Mahsuri brand during the Disruption® workshop. Tapping into the true essence of Malay cooking, Suci Sejahtera demonstrated the importance of purity and wholesomeness during preparation of Malay food.
“We first met TBWA in 2013 and were immediately impressed by enthusiasm that team brought to the table,” Danny Khoo, marketing director of Lee Kum Kee Malaysia, said.
“From inception we needed the idea to work beyond just TV and print,” Sa’ad Hussein, chief creative officer and executive director of TBWAKuala Lumpur, said.
“The high levels of social media interaction within our audience offered us the perfect avenue of creating relevance between young Malay cooks and our fresh, innovative brand. For example, the branded content platform that we created around Shaheizy Sam’s use of Mahsuri products is entertaining, informative and built for community sharing. A good example of a brand not blindly following the conventions but making an effort to understand and operate within today’s culture.”
Project Name: Mahsuri Launch Campaign
Creative Agency: TBWAKuala Lumpur
Client: Lee Kum Kee Malaysia
Chief Creative Officer: Sa’ad Hussein
Deputy Executive Creative Director: Ian Lee
Creative Group Head: Fazlee Sabbaruddin
Art Director(s): Davina Tan, Nadzrin Hakim
Copywriter: Maton Shukor
General Manager: Shaun Tay
Planning Director: Carl D’Souza
Agency Producer: Chey Feng Mey
Account Director: Janine Wai
Senior Account Executive: Joanne Lie
Content Strategy Director Johanan Sen
Photographer: Lee Yien Song
Director: Faizul Izwal Bin Mohd Jais
Director of Photography: Kenz Koh
Editor: Boyd See
Production Company: Barry Gladmore Productions
Production Company Head Producer: Winston Khor
Associate Producer(s): Elroy Lee
Media Agency: PHD
Other Credits: MediaCliQ