PR Awards 2024 Hong Kong
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Marrybrown gets local rappers to 'spit fire' in mala fried chicken challenge

Marrybrown gets local rappers to 'spit fire' in mala fried chicken challenge

share on

Weeks after its social media stunt which saw Marrybrown intentionally publishing posts with spelling errors and strange symbols, the fried chicken brand is putting four Malaysian rappers to the test in an attempt to promote its mala fried chicken. This time round, it tapped Cody Coex Foo, Hullera, Tuju and Hunny Madu to eat Marrybrown's mala fried chicken while rapping their thoughts featuring several keywords according to Cody's beats. The main idea behind this rap challenge is to prove that whoever is able to tahan pedas (tolerate spice) more is the hotter one - either Marrybrown's fried chicken or the talents.

Marrybrown's senior marketing manager Lynn Low said its aim was to communicate the bold, fiery and appetising taste through a unique, memorable approach. Like Marrybrown, the local rappers also embody the goal to serve their fans with something different. She added that their unique creativity and style creates that "something different" which appeals to Malaysians.

"So far, the reception for the Mala Fried Chicken has been positive as Marrybrown has received many interests on the mala fried chicken as well as many engagements from their ‘Memang Best’ fans. Overall, our initiatives have helped generate an extra 20% of sales compared to when the menu first launched in late October," Low told A+M.

According to her, SLPR Worldwide is in the midst of brainstorming the PR and social media campaign for 2021. The agency is responsible for digital, social and PR duties for the mala fried chicken campaign.

SLPR Worldwide's senior partner and chief operating officer of Southeast Asia, Leon Tang, believes that with the current situation where the new norm for most hangouts or calls are on Zoom, most Malaysians are able to relate to such form of entertainment.

"Not only does this video communicate the intended message of just how Mala-tup the mala fried chicken can be, but it also piques the curiosity of those who have yet tried it while connecting to those who has already tried it and felt the mala-tup feeling themselves," Tang explained.

This is not the first time Marrybrown put the rap game of local artists to the test. During this year's Chinese New Year, it turned the heat up on its festive promotions with a rap game featuring Cody Coex Foo, WoShiJay, Fariq Frequensi and Kino Takamura. The game was intended to drum up hype for the brand's new Fortune Burger featuring cheese and black pepper flavours.

Enjoyed what you have read? Follow us on Instagram for the latest updates in Southeast Asia's marketing and advertising space!

Related articles:
Marrybrown waives advertising funds and franchise royalty fees amidst MCO
Marrybrown turns logo upside down in celebration of International Women's Day
Marrybrown fusses about being left out by Pizza 'Heart' while BK and KFC play along
Marrybrown stirs up a fiery rap game to drum up hype for CNY burger
Marrybrown redefines meaning of 'Korean hot chicks' (not the ones in Gangnam)

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window