Makan lain macam: Ayam Brand reinvents the sardine story for a new generation

Some ingredients never leave the kitchen - they just find new ways to shine. For over 130 years, Ayam Brand sardines and mackerels have sat comfortably on Malaysian shelves, their red-and-yellow labels practically synonymous with weekday meals, weekend brunches, and late-night suppers. But now, the heritage brand is shaking things up.

Its latest campaign, Makan lain macam, doesn't toss aside tradition - it builds on it. The premise is simple: take what's familiar, and add a twist. Fronted by comedian Luqman Podolski, the campaign invites Malaysians to revisit their pantry staples, not with nostalgia, but with curiosity.

A music video by Podolski features fresh rap beats for a new generation, exploring the many ways you can eat differently every day - while also shining a spotlight on Ayam Brand's santan kelapa, ayam carik, and kacang panggang products.

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"Malaysians have always had a soft spot for Ayam Brand's sardines and mackerels. They have long been a familiar favourite across generations. It's comfort food that reminds you of home, of family, and of simpler times," said Teoh Wei Ling, head of marketing at Ayam Brand, as quoted by Mini Me Insights.

Yet even comfort food evolves. While classics like kari mackerel or sambal sardin remain popular, Ayam Brand is nudging home cooks toward more playful, fusion-friendly territory: sardine mac & cheese balls, or mackerel masak merah, made fiery with tomato paste and best served with a slab of buttery rice.

Canned fish has long been pigeonholed as a last-resort meal or a nostalgic touchpoint. Makan lain macam disrupts that idea with humour, social-ready video content, and easy-to-execute recipes. In a time when Malaysian consumers are both cost-conscious and culinary curious, the campaign's message lands cleanly: bold flavour doesn't have to be expensive, and tradition doesn't have to be static.

"Through Makan lain macam, we want to inspire Malaysians to have fun in the kitchen and see just how versatile these classics can be," added Teoh. "While dishes like kari mackerel, sambal sardin, or even roti sardin gulung will always have a place at the table, there's also something exciting about trying something different or new, knowing it's still packed with nutritious goodness."

Behind the playfulness lies a serious nutritional proposition. Sardines from Ayam Brand are rich in Omega-3 fatty acids, offering up to seven times more Omega-3 than freshly cooked fish. The fish are sustainably caught in cold waters and naturally high in EPA and DHA, two healthy fats essential for heart, brain, and eye health.

Even the promotional mechanics tie back into the idea of experimentation. For a limited time, consumers who buy two 425g cans of sardines or mackerels will receive a free 155g can of fried chilli mackerel - an invitation, perhaps, to try something lain macam tonight.

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