Coming out of a 2-year Covid-19 lockdown for festive celebrations, Cadbury Diary Milk wanted to inspire Malaysian families to come together during Ramadan 2023, and bake with good with Cadbury.

The aim is to continuously inspire families to bond over baking and, Cadbury Dairy Milk wants to provide those observing the holy month the opportunity to create memories together through baking and sharing the goodness with others, while enabling acts of generosity.

CLIENT | Mondelēz Malaysia

OUR SERVICES

Communications Strategy
Creative Content Collaboration
Event Conceptualisation & Management
Influencer Engagement
Media & Public Relations

THE BRIEF

Cadbury Dairy Milk (CDM) saw an opportunity to increase chocolate penetration and accelerate growth during the Ramadan and Raya period. Self-consumption, family consumption, and gifting remained key reasons, but baking was becoming more relevant during the festive season. The challenge was how to come up with a campaign to address the following:

Drive awareness and visibility of events on media and social media platforms
Leverage and expand on CDM’s relevance to Raya baking and create top of mind recall during the festive season
Build and amplify on Client’s current assets and activation plans

OUR OBJECTIVES

To create mass visibility and talkability for CDM’s Kuih Raya Dari Hati with the aim to generate 120 pieces of content

To have 20-30 media and influencers to participate in Kuih Raya Dari Hati events

To have the campaign’s name and CTA injected in 70% of the media and influencer content

OUR STRATEGY

We capitalized on the insights that people like baking and doing good during Ramadan, hence bringing it both together in a bid to make it easy to bake and do good with Cadbury. Using that as a vehicle to attract media and influencers to resonate with the the brand's baking message and with hopes to encourage event participation.

DELIVERY

Collaboration with the Malaysia Book of Records

A collaboration with The Malaysia Book of Records to set a milestone of ‘The Most Cadbury Tarts Baked At An Event’ to add a newsworthiness element to encourage:

media interest to participate
public interest to attend the event by signing up and join Kuih Raya Dari Hati baking eventsto spend hours of goodness together to hit a milestone in baking the most Cadbury Tarts together for charity during Ramadan

Celebrity Chef Engagement

A collaboration with three celebrity chefs/ influencers to rally Malaysians to join the Kuih Raya Dari Hati campaign while inspiring Malaysians to bake for good this Ramadan/Raya through event hostings and creating engaging content.

Celebrity chefs/influencers also co-host CDM’s Kuih Raya Dari Hati on-ground baking events to help drive awareness and encourage pre-event sign ups.

Additionally each celebrity chefs/influencers had a set of social media deliverables from pre-event right up to post-event.

Influencer Engagement

Engaged with chef influencer Khairul Aming to come up with one video recipe content for Cadbury Tart, to be uploaded during the 3rd week of Ramadan.

Other foodie and lifestyle influencers were engaged as well to produce content to create awareness, buzz and talkability pre and post event, in addition to being present at on-ground baking sessions.

Baking events x 4 locations with Media and KOL hostings plus Community Engagement

The Kuih Raya Dari Hati campaign was brought to life by incorporating elements of how guests can bake for good during Ramadan/Raya period and share generosity.

Baking events were held across four locations - Penang (12 March 2023), Klang Valley (13 March 2023), Kelantan (16 March 2023), and Johor (17 March 2023), with three sessions per location. It was a successful platform to engage with key media and KOLs to create buzz.

These were proven to be effective in announcing the launch of the CDM Kuih Raya Dari Hati campaign and established an association of baking with CDM and the festive period, while incorporating the key messages of family bonding and contributing to a greater cause. All baked goods were donated to MyDin Prihatin recipients.

Paid Media Partnership

Partnership with KL Foodie for its Penang and Johor edition.

Creative Drops

Seeding exclusive CDM Kuih Raya Dari Hati kits as sustenance of Cadbury Raya to the media, influencers, home bakers and baking communities to generate social media visibility, while reflecting the campaign key messages - Bake for Good, and family bonding over baking.

Items in the creative drop kit includes: