Marrybrown’s new CNY campaign reflects generational connections through cultural storytelling

Kuala Lumpur, Malaysia – Dentsu Creative Malaysia has developed a new Chinese New Year campaign for Marrybrown, titled “纸为你” (pronounced zhǐ wèi nǐ) or “Crafted for Love”, which highlights traditional paper cutting as a storytelling medium. The campaign emphasises family connections and the passing down of cultural heritage across generations.

The two-minute hero film follows the relationship between a grandmother and her granddaughter over the years, using paper cutting as both a visual motif and narrative metaphor. The craft, traditionally associated with blessings and good fortune during Chinese New Year, is central to the story, reflecting Marrybrown’s role in bringing families together during celebrations.

In addition to the film, the campaign marks the return of Marrybrown’s Egg-stra Ong, a limited-edition salted egg sauce that has become a festive seasonal offering.

Dentsu Creative Malaysia led the campaign’s creative development, producing the hero film and supporting social content for online platforms.

Lynn Low, chief marketing officer at Marrybrown, said, “Marrybrown has grown alongside families for generations, which gives us deep respect for the traditions that shape those relationships. We value those quiet, meaningful moments that bring families together across generations, and our partnership with dentsu for this campaign allowed us express how Marrybrown continues to be part of these legacies over time.”

Meanwhile, Steve Ooi, creative director at Dentsu Creative Malaysia, added, “Marrybrown belongs to Malaysian culture in a way very few brands do. People do not just know it, they feel it. That sense of belonging influenced every decision we made. The film was built to mirror how the brand already exists in people’s lives, where it is close to home, present during celebrations, and quietly tied to family moments that last beyond the season.”

The campaign will run until 5 March 2026 across digital video and social media platforms in Malaysia. This effort adds to Dentsu Creative Malaysia’s previous culturally driven campaigns for Marrybrown, including Marrybrown Molek Bersama for Ramadan and the launch of the Mala-AAAGH! flavour.