The Laughing Cow and Babybel needed more than just cheesy smiles to stay relevant. Bel Groupe Malaysia wanted to shake off the “just another cheese brand” label and become part of Malaysians’ everyday lives, from school lunchboxes to late-night fridge raids. That’s where we came in! Because when it comes to influence, we don’t wait for moments, we create them.
The Brief
Bel Groupe Malaysia, home to The Laughing Cow and Babybel wanted to move beyond being seen as “just another cheese brand.” Their goal? To become a go-to snack for kids, families, and young adults in Malaysia.
The mission was simple but bold: make cheese part of everyday Malaysian life through content that felt local, relatable, and share-worthy.
The Challenge
In Malaysia’s crowded snacking scene, cheese wasn’t exactly top of mind. Bel Groupe faced two big hurdles standing out in a saturated market and breaking the habit of cheese being seen as an occasional treat. The goal was to shift how Malaysians saw and snacked on cheese, turning it from a once-in-a-while indulgence into something that fits naturally into their everyday routines.
What We Did
Instead of going big with one splashy campaign, we went always-on because in today’s scroll culture, consistency beats virality.
We rolled out a full-year influencer strategy powered by creators across all tiers, from macro lifestyle voices to nano-level foodie parents. The goal was to blend reach and authenticity, making Bel part of the everyday, not just festive moments.
Our Creative Playbook
Trendjacking content formats: quick, native, and scroll-stopping.
Snackable recipes: simple ideas that made cheese feel easy and fun to use.
Honest, word-of-mouth posts: creators talking like real humans, not ads.
We also crafted 60 creative PR kits across seasons: festive, back-to-school, and everyday life to spark genuine conversations, not just unboxings.
Instagram: @adelinewong | Instagram: @moseswck | TikTok: chesayang_kitchen
The Impact
And the results? Let’s just say… grate things happened. 😏
100+ Influencers across macro, mid-tier & nano tiers
120+ Social posts (paid + organic)
+43% Sales uplift - all without paid boosting
7.5M Total Reach | 11.2M Impressions | 8.6M Views
380K Likes | 4.9K Comments | 69.3K Saves & Shares
We turned cheese into conversation. Proof that the right strategy and content can work hard - even when the budget doesn’t.
“My child loves this, I can make it with them during school holidays.”
“I can make this for my child’s potluck at school. Thanks for the idea!”
“This brand is yummy… had it since I was in school!”
Authentic reactions, genuine engagement, exactly the kind of love we aimed for.
Takeaway
Bel Groupe Malaysia became more than a snack brand it became part of Malaysians’ daily lives.
By staying always-on, working with the right voices, and leaning into local culture, Mad Hat Asia helped Bel Groupe go from “just cheese” to “cheese for every moment.
Because at Mad Hat Asia, we don’t just make campaigns.
We make brands people talk about, even during supper.
Want to see how your brand story can make a difference?
📩 Drop us a note at hatters@madhat.asia