A new formula, a brighter mission, and a renewed reason to love mornings again.
Planta from the BlueBand family has been a Malaysian favourite for generations, and it just got even better. Enriched with Omega 3 & 6 and 10 essential vitamins, it keeps kids strong, active, and cheerful from morning to night.
Smart? Yes. Delicious? Also yes.
So we set out to spark conversations, create moments, and remind Malaysians why Planta has always had a place on the table.
Here’s how that breakfast story came to life.
The Brief
Families were slipping into rushed, not-so-nutritious morning habits and Planta wanted to help bring real nourishment back to the table. With its upgraded formula ready to shine, the brand leaned into what it does best: being the breakfast staple families trust, while pushing for healthier, happier mornings for children everywhere.
Our Approach
We kept it real and warm, empowering yet simple - just how mornings should be. And at the heart of it all was Planta’s commitment to purpose.
1. Serving Purpose with Every Spread
Planta’s Good Breakfast Programme stole the spotlight, schooling over 100,000 kids on breakfasts that actually do something. It proved to families that this wasn’t just a recipe refresh, but a mission to give kids better starts every morning.
2. A Media Launch That Felt Like Breakfast at Home
Think cosy setups, meaningful conversations, and a room that felt more “hotel family breakfast” than “press event.” Zero stiff vibes, all heart… and hunger.
3. Drops So Cute, People Posted Before They Even Ate
Cute boxes. Planta goodies. Morning must-haves.
They landed on doorsteps… and straight onto feeds.
4. Collaborations That Carried the Story Further
We tapped the voices people already trust - letting creators and partners turn Planta’s upgrade into stories worth sharing.
Campaign Highlights
Made RM1.17 million worth of noise in PR
Secured 140 features across media + KOLs
Reached a massive 15.2 million Malaysians (basically… everyone and their nenek)
The Impact
Breakfast had been losing its place in the family routine, but the campaign helped shift that. Media coverage and creator storytelling gave nutritious mornings their momentum back. Planta re-entered kitchens not as nostalgia, but as a practical solution - a simple, familiar way for parents to give their kids a better start to the day.
Have a story worth spreading? We’d love to bring it to the table.
📩 Drop us a note at hatters@madhat.asia