Kuala Lumpur, Malaysia – Dairy brand Lactel has partnered with creative agency THE SHOUT GROUP (FCB SHOUT) to roll out a festive campaign timed to coincide with two major celebrations in Malaysia in 2026: Chinese New Year and Ramadan Raya.
The campaign, titled “Kebaikan Digemari Rakyat Malaysia (Goodness That Malaysians Love),” positions Lactel’s yogurt and yogurt drinks as part of festive tables and everyday moments during the back-to-back celebrations. According to the brand, the initiative aims to connect themes of togetherness and inclusivity across both occasions.
“Goodness has always been an essential part of Malaysian cultural and religious celebrations,” said Joselynn Lim, head of marketing at Lactalis Malaysia. “Besides the emotional goodness, Malaysians also enjoy the functional goodness in the festive-specific treats, snacks, and meals.”
She added, “Our products offer nutritious, refreshing, and tummy-friendly choices for every festive moment, allowing consumers to enjoy the goodness of Lactel while maintaining their wellness throughout the festive season. Together with our agency partner THE SHOUT GROUP, we’re meeting goodness with goodness!”
“Every brand approaches festive in their own way,” said Syahriza Badron, managing director at THE SHOUT GROUP. “Some brands tell emotional stories, others challenge their audience to reframe the way they celebrate. But sometimes, a simpler approach is the most effective. In Lactel’s festive campaign, the product itself takes centerstage, showing how goodness – metaphorical and literal – is the beating heart of every festive moment. And that’s what makes Malaysian celebrations special!”
The campaign launched on 2 February 2026 with two films, one for Chinese New Year and another for Ramadan, depicting Lactel products as part of festive gestures and family interactions.
In addition to the films, the brand introduced three festive recipes inspired by its products: Yee Sang, Bergedil Kentang, and Ketam Masak Lemak. The recipes were developed by Lactel’s in-house chef and are intended for consumers to recreate at home during the festive season.
The integrated campaign is running across digital, trade, and social media channels. A key opinion leader (KOL) activation supports the recipe content and promotes healthy cooking messages. On-ground efforts include sampling activities and mini roadshows, where the recipes are shared directly with consumers.
According to the company, the campaign is designed to create a cohesive brand experience across online and offline touchpoints during Malaysia’s peak festive period.
